In May 2004, Audi launched its new A6 model.With the aim of generating desirability and increasing sales, Audi created an integrated relationship marketing capture campaign.The Plan was designed in phases and included off and online elements in such a way that they interacted with the target audience, generating desirability for the A6.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.

A mailing teaser was sent with information on Audi's innovative philosophy. A parallel was sought with the thought of the artist M.C. Escher, whose work was based on 'new perspectives' creating almost impossible illustrations.

The mailing also contained a gift (one of Escher's works, 'Relativity'), and an invitation to access a teaser site: www.nuevasperspectivas.com/teaser (password: jury). It showed that it concerned a vehicle. In the second mailing, the Audi A6 was revealed as a vehicle so innovative it seemed almost unreal.Further directions were given to the test drive and product site: www.nuevasperspectivas/site (password: jury)

From the 37,500 mailings, a total of 2,290 people were interested in trying the new Audi A6, a redemption rate of 6.1%. Of these, 539 bought the vehicle, a conversion rate of 23.5%.