In November 2004, Audi launched the new A4, the model representing the highest sales index (16,000 units/year).In order to publicise the launch, generate dealer traffic, and increase sales, Audi launched an integrated communications campaign, using mass media and a Relationship Marketing Plan.The Plan was designed in phases and included off and online elements in a way which interacted with the target audience, creating desirability for the A4. The duration of the campaign was 4 months, increasing sales not only at a particular time, but over a period.

The overall campaign concept was 'New Audi A4. It doesn't leave you indifferent', where inert objects come to life showing their admiration and surprise as the new A4 passes.The prospective customer received, successively, 3 postcards (off or online, depending on whether we had their email address), in which 3 inanimate objects described their surprise at 'something' they had seen.Finally, Audi revealed this 'something' – the new A4 – on a fourth postcard. This showed only a car on the front and more information could be requested by telephoning 902, or by connecting to www.thisismywork.com/nodejaindiferente. They were also offered a test drive.

From the 51,500 mailings that made up the action, a total of 6,483 people were interested in trying the new Audi A4, a redemption rate of 13%. Of these, 822 ended up buying a vehicle, a conversion rate of 13%.