To create noise around the launch of the Audi R8 by offering an interactive experience of the car that leads to acquisition of a prospect database. A roadside poster showcased the breathtaking R8 and a call-to-action invited drivers to have content send to their mobiles. The content was a ringtone recording the journey of the R8 on the Silverstone racing track. Ringtone distibution is estimated at a massive 76,000 through viral-spread, while 93% of those who downloaded the ringtone were both new to the Audi brand (in terms of vehicle ownership) and first time brand-engagers.
Agency: BBH London, United Kingdom.