The first phase of the two-phase customer acquisition mailing was launched at the same time as the pre-sale of the grand tourer. The mailing was designed to communicate a new coupe design and its innovative technical features. To highlight the relaunch of the coupe, the campaign was realised with a reduced, compact form of car presentation, focussing on the idea of “Newly developed”. The mailing consists of two photo folders made of cardboard, each containing five new contact prints of the Audi A5 and the S5 on high-gloss paper. Presented as an accordion-style fold, the backs of the contact prints list important facts about the coupes in a news ticker style. The creative strength of this mailing was conceived to be in the reduced number of car illustrations and in its keyword-based message.
