Efforts focused where culture is formed and trends get started. Messages ran in "The Atlantic" and "The Economist", where leaders get information that helps form their opinions. An insert appearing in magazines like the "New Yorker" and "Vanity Fair" built on the effort. High visibility bulletins were used in New York and Los Angeles, while station domination made a statement in San Francisco. Online placements appeared on progressive sites like Flavorpill and Gawker, and the A6 was the first sponsor of Jalopnik, a new automotive blog.

The campaign turned negative trends positive within three months by driving ready to buy consumers into showrooms. Traffic increased 28%. Close rates improved 45%. All without using TV. This set the stage for Audi’s success in January and February of 2005, when sales were up 60%.