The bible of any sailing enthusiast is the Sailing Journey (Meeresleuchten Verlag UG) and the Kieler Woche edition is the equivalent of Vogue’s “September Issue”. We wanted to intrigue our audience and allow them to discover Audi’s role in the Kieler Woche and the Audi principle that guided it.

Creating a cover promotion that required water to activate it, readers were given an Audi brand microfiber cloth to dip in the ocean and reveal the chance to win an Audi Q3. This cloth was designed for racing sailors to clean and dry their polarized sunglasses a racing essential on the water.

The blockbuster Sailing Journal edition had its best year ever with a 12.5% increase in circulation. Thousands more needed to be printed in a second run to meet demand on the day of the Kieler Woche Regatta.

Driving consumers onto “www.audi-sailing.de” to register saw a near 100% conversion from water activated cover to qualified contact amongst our audience. The final step proved how successful this strategy was with 3.426 of qualified contacts in the premium target group converting to 50 actual sales. Demonstrating that we also took the principle of Audi ultra’s efficiency to heart.