Brief

The RS 6 microsite was developed to support the overall campaign idea of ‘Performance of every Part’, and to fulfil the overall objectives of building Audi’s prestige brand image, and also to use the new Audi RS 6 to drive a halo effect across the rest of the Audi range.

Strategy

We targeted affluent executives and prestige car owners and considerers. Engagement was a challenge as the core audience displays lower levels of media consumption both off and online. So we ensured all the digital assets for the campaign were as ’consumable’ and ‘bite-size’ as possible.

In order to achieve our objectives we created a website where individual sections work together to bring the remarkable power of the new Audi RS 6 to life. It is a compelling mix of bite-size multi-platform content highlighting the innovations, the power, the engine and the performance of the Audi RS 6.

The content is a mixture of stills, CGI and video, all designed to be as varied and as dynamic as possible. Much of this has been created specifically for the site, including an interview with test driver Tim Harvey, a night film shoot and a CGI 360° tour.

The work

Microsite > Leaderboard > MPU >

Results

Over 71,000 unique visitors have visited the website - when you consider there are only around 1,600 cars for sale in the UK and the unit price is around £77k, the results make for impressive reading.