The RS 3 was born restless. So it wasn’t going to sit around and do nothing before it came to the UK. In fact, it went and did quite the opposite. It raced the legendary 1983 Quattro on a rally stage, gate crashed an ice hockey training session, and raced a speedboat on its own turf - through deep water.

A fast-paced TV commercial acts as a teaser, pushing people online to a series of short online films. The campaign is supported by a restless media strategy, employing digital banners, MPUs and an integrated social campaign.

The ‘Born Restless’ campaign ran in the weeks leading up to the car’s arrival in the UK at the Goodwood Festival of Speed. It kicked off with a TV commercial, print and targeted direct mail, all designed to push people online to discover what the restless hyperhatch had gotten up to when it had been unleashed.

Three YouTube and website films then went live and produced content for targeted digital and social media. The campaign culminated in the actual car used from the films being physically strapped down on the Audi stand at Goodwood, just like in the initial TV commercial.

‘Born Restless’ was a successful first venture into the world of content-led campaigns. 6-month sales targets were exceeded by over 60%. Audi Sport desire and RS 3 awareness made leaps across the board. Each of the content films gathered around 1M views and over 160,000 people visited the campaign pages to find out more about Audi’s most restless hyperhatch.