Not For Everyone

Background

The Audi S3 is designed for the growing segment of young, single, wealthy urban males. It competes in an extremely cluttered category against strong competitors such as BMW, Alfa-Romeo and Mercedes. What's more, young males hate being sold to, and are very selective about how they spend their time. The challenge was to capture the hearts and minds of this discerning audience and get them to register for a test drive, which would then be followed up by dealers. From a target list of 5,000 recipients, they aimed to compile a database of 250 potential S3 buyers - a 5% response rate.