Audi S3: Not For Everyone

The Audi S3 via M&C Saatchi Sydney competes in an extremely cluttered category filled with some formidable competitors. What’s more, the target audience of young, single, wealthy urban males are extremely aware of marketing. They hate being sold to, and are very selective about how they spend their time. To deliver their goals, they created a highly involving campaign in two parts – an intriguing, non-branded DM piece, leading to a complete online experience. By creating an engaging brand experience, they avoided the need for costly incentives.