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Audi TT Launch - 2008

Stunts, everyone loves them when they work. But to be truly successful and provide real value for the advertiser, the event has to get attention.

Such was the case with Audi Canada’s TT launch in the summer of 2007.

Toronto advertising agency Lowe Roche developed an inspired stunt that needed to capture the attention of the masses and turned to MAVERICK to give this stunt its fair share of voice.

Giant six-foot high, 15-foot long double Ts (TTs) were erected in spots throughout Toronto for three days in over 100 locations, signaling the new arrival of the iconic TT design in a Coupé and Roadster model. While the TT structures were placed in high traffic areas, it was up to MAVERICK to ensure Audi Canada and Lowe Roche’s ideas showed up in ink and online.

Our strategy to target one journalist to cover the story - knowing others would follow - led to not only national but worldwide coverage of the Audi TT stunt. Countrywide coverage, complete with photos, appeared in all dailies, trades and regional outlets. Bloggers from around the world, from as far away as South Africa, ran the coverage, noting the uniqueness and cool factor of this Toronto-based stunt.

So, what did all this coverage lead to? Only the best sales for Audi that year, which completely sold out the coveted new TT model. Not bad for a few giant Ts in the city and a PR agency that knows a thing or two about promoting kick-ass stunts.

Think MAVERICK next time you’re planning a stunt. We’ll figure out the best media strategy to garner its share of eyes.

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