AUDI A8 LAUNCH CAMPAIGN DM ELEMENT: This Direct Mail piece from New Zealand needed to get beneath the skin of the new Audi A8 to reveal its unique aluminium frame. The first of its kind to arrive in New Zealand, just ahead of a similar feature by Jaguar, the frame revolutionised every aspect of the car’s performance – its speed, its handling, its fuel efficiency, even its safety. The car was guaranteed to sell out even before it arrived in New Zealand, so we took the opportunity to promote the Audi brand instead of merely trying to sell cars. Innovation has always been a key pillar in that brand and we captured that in our campaign mantra – '‘No Frame of Reference’'. It was mailed to existing Audi owners, both A8 drivers and drivers of other high-end models. We also made a simple print execution for the National Business Review, where you were able to lift the X-Ray to see an external shot of the car.