We wanted the Audi ICC to be taken as another Audi model, so we launched it into the market- in early December- using the traditional vehicle launching strategy:

-First outlines sent to blogs and spy photos launched online.

-Selection of the real outlines that are most relevant for each project phase, in order to be mailed to clients.

-Incorporation of the Audi ICC onto the brand’s website as one more model.

-Car Configurator, for configuring and sharing the Audi ICC.

-Supersonic test drive exclusive to clients. A personalized aerial route from Lapland to each client’s house by email.

-28% increase of the association of technological attributes and Audi*

Positioning itself as the most technological brand according to consumers, ahead of BMW and Mercedes for the first time.

-8% increase of the intention to renew among Audi* clients.

-International Media Impact valued at €400,000.

The new Audi ICC was the most notorious Audi launch in 2012 in Spain.

Despite not a single unit being sold.

• Source: Ad-hoc study