Vorsprung = sales

The first phase of the launch saw Audi reach 4 500 clients simultaneously through a live radio broadcast heard in Audi dealerships across the country.

The radio segment was included in SAFM's lifestyle magazine programme, A Design For Life, enabling the general public to listen in. To cap off the mid-morning brunch event at each of the dealerships, guests were invited to see, feel and touch the new A4 after the "theatre of the mind" radio teaser.

The second phase introduced guests to the exclusive AudiA4Life Club where guests were introduced to the new Audi A4 and "met the Face of Vorsprung". Prior to the events, guest had been asked to personalise their choices for the remainder of the evening via a website, with options including theatre tickets, a night out at the movies or even the opportunity to stay in with the family, watch selected DVDs and eat pizza in the comfort of their own homes.

Favourite choices included dinner for two, the delivery of roses to a loved one and one-year subscriptions to a lifestyle magazine. And each guest was given an Audi A4 to take home for the night.

Audi South Africa Marketing Communications Manager Chayne Brand says: "The launch was designed to emphasise how Audi accommodates the personal tastes and needs of our clients. Vorsprung, the core of our brand, is all about being innovative, daring, non-conformist and individualistic."

The launch month saw Audi post record sales of 1 150 units purchased.