Prosecution
To approach potential buyers, Audi sales force needed an innovative approach towards test-drive invitations. We simulated the traffic police speeding notification with its recognizable design. Upon opening the envelope, the recipient saw the form and a blurred picture of an Audi. The impression was of having been caught violating the speed limits by the traffic cameras. The text of the invitation explained the joke, warning of the inevitable speed violation when accelerating with a powerful Audi. Based on consumer insight, this direct mail caught the receiver’s attention, communicating the brand benefits and the test-drive offer in a remarkable way.
To approach potential buyers, Audi sales force needed an innovative approach towards test-drive invitations. We simulated the traffic police speeding notification with its recognizable design. Upon opening the envelope, the recipient saw the form and a blurred picture of an Audi. The impression was of having been caught violating the speed limits by the traffic cameras. The text of the invitation explained the joke, warning of the inevitable speed violation when accelerating with a powerful Audi. Based on consumer insight, this direct mail caught the receiver’s attention, communicating the brand benefits and the test-drive offer in a remarkable way.
