In 2013 the Audi A1 admired was introduced. A special edition vehicle designed and priced for a young, urban, tech-savvy demographic. A demographic in which Audi is the most desired car brand. With the Audi A1 Admired model, "It's time for your first Audi." To bring the claim alive, we demonstrated that it was time for their first Audi – literally. What happens when we bring the desires of our audience within reach? Their hearts beat faster. That’s why we created the Audi Heartbeat Run: A mobile driven competition that takes you off the couch and straight to your first Audi.

In 2013 Audi introduced the Audi A1 admired. A special edition vehicle designed and priced for a young, urban, tech-savvy demographic. A demographic in which Audi is the most desired car brand. With the Audi A1 Admired model, 'It's time for your first Audi.' To bring the claim alive, we set out to demonstrate that it was time for their first Audi – literally.

To build momentum and activate our audience five Heartbeat runs took place in major cities across Germany.

• Every tenth registration led to participation.

• The most dedicated runners spent over 8 hours competing for their first Audi.

• Over 70% increase in user registrations from run to run.

• Germany was the first market to roll out the campaign, others are set to follow.

• On average users followed the Heartbeat for over 30km.

And best of all, we proved that when digital innovation is added to broadcast media persuasion shifts to participation.