Audi: AUDI LAUNCH

Credits & Description:

Category: Dimensional Mailing

Advertiser: AUDI

Product/Service: A5 CABRIOLET

Agency: maxIIGyro:HSR

Date of First Appearance: Apr 1 2009 12:00AM

Entrant Company: maxIIGyro:HSR, Munich, GERMANY

Head of Advertising: Michael Finke (AUDI AG)

Advertising Manager Marketing Communication: Rainer Denninger (AUDI AG)

Executive Creative Director: Holger Kalvelage (maxIIGyro:HSR)

Account Director: Veronika Kalteis (maxIIGyro:HSR)

Account Management: Christina Preuß (maxIIGyro:HSR)

Group Head Art: Birgit Nadler (maxIIGyro:HSR)

Art Director: Stefanie Seitz (maxIIGyro:HSR)

Art Director: Laura Lechner (maxIIGyro:HSR)

Client Services Director: Claudia Leischner (maxIIGyro:HSR)

Copy Text: Uta Tescari (maxIIGyro:HSR)

Copy Text: Michael Ellerbrok (maxIIGyro:HSR)

Media placement: Launch-Mailing - worldwide - 01. April 2009



Describe the brief/objective of the direct campaign.



100 % cabriolet feeling.
100 % sportiness.
100 % suitability for daily use.

How to translate these strong feelings into a mailpiece, triggering maximum desire for test drives at the same time?



Explain why the creative execution was relevant to the product or service.

The unique combination of functionality, design and classy Cabriolet characteristics brought to life in one mailing: both the authentic cabriolet feeling and a high suitability for daily use.

A flip-top mechanism opens the “roof” just like the original car and enables a view onto the stylish inside of the Audi A5 Cabriolet, who is pictured at the response element. The integrated, high-quality brochure lets the viewer immerse into an unique experience: side flaps for each new topic on every second page add ample space for inspiring panoramic pictures. An unique experience printed and triggering maximum desire for a test drive.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The remarkable mechanic idea of the mailing draws the attention directly to the response element. Focussing on one goal: The achievement of a maximisation of the response result.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Importers of 8 countries worldwide applied the mailing with a total circulation of approx. 170.000 ex. until today. With an average response result of 18% of requests for the model-catalogue we received an unusually high response. In consequence the rate of registrations for a test drive exceeded the expectations by 12%. Moreover it was honoured with the „Red Dot Design Award 2009“ and a spot at the “Jahrbuch der Werbung 2010” (Yearbook of Advertisement 2010, Germany).