For the launch of the new Audi A4 in November 2004, the brand wrote to fleet and purchasing managers in the large company sector, 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 communication concept the 'New Audi A4. It doesn’t leave you indifferent', in which even inanimate objects showed their admiration for the car.

Who hasn't consulted their pillow about an important business decision? This was the main premise for sending the purchasing manager of a large company a personal pillow.The pillow, as an inanimate object, has reacted to the power of the Audi A4 and it addresses itself personally to its owner to advise them to renew the car fleet.The mailing consisted of a box on which a pillow communicated with its owner via notes, personally delivering a product leaflet with a test drive option and financial offer.

A total of 240 sales visits were achieved, a redemption rate of 24%. From these, 44 companies bought (18.3%) a total of 132 vehicles.