A campaign was developed to prove that the data the client provided to the brand throughout his life has made it possible to write a unique, exclusive and personal melody for him.The client’s data (hobbies, place of residence, Audi model, age, etc.) became variables. Each variable was assigned musical notes that, when combined, created a unique and personal song for each user. Additionally, a specific visual was assigned to each variable, thus creating an unrepeatable and personalised audiovisual experience in real time.This proved to the client that, thanks to having entrusted his data to the brand, Audi could give him as a birthday present: the “Composing your life” work.

The action was sent to 200,000 clients.Over 76,000 clients updated their data (38% of the total) and 15,540 e-mail addresses were acquired (21% of those whose e-mail addresses we didn’t have yet).Additionally, the melodies were downloaded in 85% of the cases and 27% went viral on Facebook.