The campaign wanted to pay homage to all those people who, through time, have come represent the transgressional, non-conformist and innovative spirit, just like the new Audi A6. This message was transformed into the main idea of the campaign: 'Nothing stops an innovative idea'. We posed a puzzle in the communication: a wooden cross made out of two pieces that the prospect would have to separate. We hoped that a challenge of this sort could serve as the bait to achieve what we most wanted: a telephone call.

The prospect could find the solution to the puzzle by calling a certain telephone number, and, of course, asking for a test drive with the vehicle at the same time. The solution symbolised not stopping, but keeping on thinking about matters until you find the solution, and – of course – finding it materialised in the form of the new Audi A6.(The cross was separated by turning it while propped up against a table and lifting the upper part).

Investment: €45,075.9.Number of despatches: 875Redemption: 24% (197 interested)16% of the interested (125 people) who phoned the platform did the test drive.

Conversion: 11% (17 vehicles sold).Cost per despatch: €51.52Cost per answer: €228.81Cost per customer: €2,651.52The ROI of this activity was 380.91%It is worth mentioning that the price of the Audi A6 ranges between approximately €32,000 and €62,000. (average price €50,500).