Our goal was to get more people into Audi dealerships in British Coumbia, Canada. We used the launch of the brand's flagship model, the R8, to drive interest in Audi across the board.

We created an audio CD that allowed people to test their current car against the new Audi R8, and mailed it to the high-income neighbourhood in Vancouver. Recipients simply put the CD into their own cars stereo, pushed play and started to drive. As they accelerated, they could hear how fast they were accelerating versus the R8. We knew from our research that potential Audi drivers love gadgets and technology. By creating this "fantasy test drive" we hoped to lure drivers to experience the real thing.

The DM piece caused a flood of test drives at dealerships. The waiting list to buy an R8 in Canada is now two years long, and Audi Canada also recorded their highest sales on record in January 08 for all other models.