Audi of America

Stephen Berkov, Audi Mktg. Director
Mary Ann Wilson, National Comm. Mgr.
Jim Bourdganis, Audi Dealer Mktg. Mgr.
Jim Taubitz, Audi Online Mktg. Mgr.
Kim Connelly, Advertisig And Comm. Specialist
Jennifer Cortez, Audi Press Relations Mgr.

McKinney *Lead Agency

Jonathan Cude, Group Creative Dir.
Dave Cook, Group Creative Dir.
Jeremy Holden, Dir. of Account Planning
Jason Musante, Associate Creative Dir.
Matt Fischvogt, Associate Creative Dir.
Regina Brizzolara, Dir. of Broadcast Production

A tiny budget and hard-to-reach young, highly affluent target was part of the challenge of launching a premium compact car into a crowded luxury market. The solution was to embrace the consumers' sense of control using every conceivable type of media. Customers didn't just watch "the heist " unfold, they actually played a role in it. This translated into interest in the car and ultimately test drives and sales.