Digital agency Good Technology developed the promotion, which is running into July. The aim is to make new customers aware of the new model, particularly young professionals, and generate leads.
A series of interstitials pose multiple-choice questions to users and depending how they answer them, their 'attitude rating' changes. This rating determines how many downloads of the car they can access. The ads link to the A3 section of the Audi site (www.audi.co.uk), also designed by Good Technology and built with Flash 6.
Targeting 25 to 45-year-old men and women, the ads are running on sites including 4car.com, Skysports.com, Channel4.com and Glamour.com. Media.Com was responsible for the online media planning and buying.
In addition to the site content, Good Technology has created an email campaign to be sent to 20,000 target recipients.
If users respond to the email, they will receive a music CD-Rom, developed with Affinity Music. It features tracks from artists such as Moby and Feeder, as well as up-and-coming talent. The CD-Rom also contains music videos and tracks, biographies of the artists, information on the new A3, and it will invite feedback on the content.
A spokeswoman for Audi UK commented: "The advertising uses questions which pose an intriguing way of finding out where users will go next with the Audi A3."
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