Audi A3 Sportback.

Audi are a premium car marque. They got that way through constantly challenging and reinventing their technology and marketing. Vorsprung durch technik is the essence of the brand. They were asked to help Audi move on from traditional marketing by creating a viral marketing campaign to launch the new A3 Sportback in the UK. The TV, press and poster advertising was created by BBH and showed various CSI-style forensic examinations of the car to reveal the DNA essence of Vorsprung durch technik. Their viral revealed the viewer of the movie being "tested" to make sure they was "The Perfect Match" for an Audi. And the killer app is "your name appears" in the movie on a forensic slide - just like the TV but personalised. And when you send to a friend "their name appears" in the movie. But then a couple of days later the mailpack arrives on your doormat. And it contains the personalized forensic slide with yor name on it.

Agency: 20:20 London, United Kingdom.