With the launch of the new Audi A6 in November 2004, the brand wrote to fleet and purchasing managers at large companies, a market representing a high percentage of sales of this model.The action needed to achieve sufficient attention and impact to overcome the filter of the secretary. Because of this, a dimensional mailing was chosen.

To develop the campaign we started from the overall campaign concept: New Audi A6. New Perspectives. Only by seeing things from different perspectives was a totally innovative vehicle created, so advanced it seemed almost impossible: a vehicle with new perspectives.The mailing contained a picture of considerable size hiding a secret key for a big operation. The picture was a work by the artist Escher. This illustrator was chosen because his work communicated the "new perspectives" image of the overall campaign.Together with the picture, we delivered a secret and confidential dossier with the steps to follow to discover the key.

When customers removed the paper from the back of the picture, they found an envelope with a leaflet and a letter presenting the new A6, the sales offer and the opportunity to request a visit by Audi sales staff.

A total of 288 sales visits were achieved, a redemption rate of 24%.From these, 51 companies purchased (17.71%), involving the sale of 104 vehicles.