There was a lot of media-hype leading up to 06/06/06. On the day, many newspapers featured an article about 666 ‘The Number Of The Beast’. The new Audi S6 launched in June 2006 and to tie-in with the car’s ‘beastly’ credentials, S666 was born. This tactical media-placement concept had a life-span of just one day – as did the national (UK) newspapers in which it appeared. S666 wouldn’t have worked in any other media than newspaper.

The Audi S6 is a BEAST. We didn’t need to sell the car, because the car sold itself.