We managed to gather near 200 different reinvention ideas online from Audi customers; the best designs were chosen and made into the green products. With 0 media budget, and through non-traditional advertising, Audi customers were encouraged to use and spread these reinvented goods. All items made from recycled billboard advertisement were sent to places in need, emergency relief tents reached disaster area residents; umbrellas, bags, pencil cases were installed in 4S shops and public areas such as cinema and coffee shop, complimentary to take and use. Campaign posters appeared in 4s shops, Audi customers made it possible to spread the news quickly by sticking campaign icons on their cars, attracting more attention from the public.

•In total, 10% of Audi billboard have been recycled and reused.

•Toxins released from burning reduced by 30%.

•The heavy pollution stopped.

•Once again villagers can now breathe under the blue sky.

Disposed billboard adverts are transformed to new media. Relief tents have been delivered to 2500 people in need. 95% of umbrellas installed in public areas have been taken. Around 800 Audi customers participated in the campaign. Customers have developed more trust toward Audi’s brand value through this Billboard recycling campaign.