In November 2004, the firm launched the new Audi A4 Avant, a vehicle that presented highly innovative technology and a very sophisticated sports design, making it a vehicle that allows enjoyment of leisure time. In this situation, a specific action for Audi A4 Avant drivers was created.

To develop the campaign we started from the overall vehicle campaign concept of: “The New Audi A4 Avant. It doesn't leave you indifferent”, nor anyone nor ANYTHING, creating a campaign in which inanimate objects come to life when confronted by the new Audi A4 Avant.

A total of 4,500 letters were sent and 630 test drives were obtained (14%).

This action resulted in the sale of 75 vehicles (12%).

The campaign consisted of a teaser letter in which a “house” expresses to his owner its concern about the A4 launch, insisting that the owner will end up buying the car, and abandoning him through constant enjoyment of their leisure time. In a menacing tone, it told the addressee that if they opened the communication about the A4 launch, it would go about the streets sticking up the “I am for sale” sign enclosed in the letter. 3 days later the customer received an Audi mailshot informing them of the launch of the A4, including a call to test drive the car.