Audi direct mail case study

Audi wanted to generate requests to test drive its new A7 car. To trigger a response, the company mailed a CD containing highly personalised information to a mix of warm and cold prospects.

The disc took the recipients on a 360-degree tour of the car's interior and exterior, as well as on a virtual off-road drive to whet their appetites for a real one. The drive was easy to book, via one click to the Audi website and a simple online registration form.

The BBH campaign helped the car manufacturer achieve a response rate of more than 10%.