After six years of the same A3 model, Audi launched the new model of this vehicle at a time of fierce competition in the market and at a higher price than the previous model. The main aim of this campaign was therefore to position the new A3 as vehicle reflecting the driver’s own personality -nonconformist, rebellious, sporty- to increase its desirability.

Have we got a twin soul somewhere? An enigmatic professor, Carlos Deatrés, sent a letter from a hotel in Stockholm to our targets raising this question. The scientist invited the targets to visit a website (www.gennextlabs.com/verify) to check this out by taking a test and a few days later he sent them a new dossier from his Stockholm hotel revealing the identity of the targets’ soul mate: the new Audi A3. They were also given a chance to test-drive the vehicle and get to know it more thoroughly at www.somosidenticos.com/A3.

Of the 57,313 people to whom the initial letter was addressed, a total of 1,779 showed an interest in trying out the new Audi A3, giving a response rate of 3.10%. Of those responding, 289 ended up buying the car, giving a conversion rate of 16.24%. A telemarketing follow-up to the action revealed that 60% spontaneously remembered having received the campaign and that the awareness rate of the new A3 was much higher among the people who had received the campaign (73%) compared to a control group that had not received it (64%).