Bringing the sportback


Audi Sportback Launch

Audi asked us to launch their new model alongside a suitably sporty property, but there was one problem. All sponsorships were taken by competing automotive brands.


Our solution was to go guerrilla, with a cracking idea to hijack the Australian Open in Melbourne. Key to the new Audi Sportback was it’s distinctive shape, which we wanted to bring to life. With all the official activation spots such as Fed Square locked away for AO sponsors, we placed the car in a giant Audi-style fish tank in Flinders Street Station, the city’s busiest transport hub and daily location of target market commuters.


And we filled it with 20,000 branded tennis balls featuring a test drive call to action.


Over the space of a week, we slowly removed the balls and handed them out the inquisitive commuters, revealing the stunning lines of the new car.


Appointments for test drives broke all records.


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