“Take me for a ride”, the collector CD/DVD, was the main support to launch the new TT Roadster. The creative execution was about story-telling and entering the territory of the TT Roadster through the experience of an aspirational personality, Beatrice Ardisson. Beatrice is very famous in France with 10 albums, the sound design of 7 palaces in Paris (such as Hotel Meurice, Fouquet’s, Plaza) and sound design of famous TV shows (Paris Dernière) to her name.

The CD/DVD was offered to the 180,000 subscribers of Elle magazine, mailed to 200 opinion leaders & journalists, 6,000 CD/DVDs offered to buyers and prospects in the showrooms.All content available on audi.fr and elle.fr/audi and downloadable on myAudi.fr, a customer-dedicated website.In two weeks : 197 Audi TT Roadster orders (a bit more than the optimistic target) / one million impressions of the Audi TT Roadster “Take me for a ride” banner on elle.fr / 10 Articles in main newspapers and tradepress