Audi is seen as an intelligent and progressive car brand. The challenge with the A6 campaign was to bring these attributes to life and make them resonate with a usually hard to reach, traditionally minded buying audience. Audi had an A6 TV ad which compared patents in an Audi A6 to those used by NASA. This lead to an idea that would embody 'Vorsprung durch Technik' like never before... The chance to win a trip into space! Radio was part of an overall media solution which comprised a partnership with New Scientist Magazine who helped offer this ultimate experience. Find out more...

To drive awareness of the Audi A6. Classic FM was identified as the ideal partner to reach Audi's upmarket buying audience and complement the rest of the activity. Audi image and awareness improved on all criteria. Importantly, serious purchase consideration increased steeply post promotion.