Specially-branded coffee cups resembling driving pylons were created and placed in Audi dealerships to promote the experience and encourage signup.

Viewed within the context of a dealership, orange pylons represent iconic symbols of racing. As such, we needed to make sure that our cups would read as pylons from a distance. So we made sure to get the colour, size, shape and white stripe just right.

While we have no way of measuring specific results, we know that tickets to the Audi Driving Experience increased. We also heard from various dealers that people loved the cups so much, they asked to take them home.