Audi was about to unveil the first incarnation of their electric supercar, the Etron, at the Frankfurt Auto Show in Germany. To create buzz and intrigue around the unveiling, we created a series of unbranded, homemade-looking videos showing how the full power of electricity was about to be unleashed. We seeded the videos virally through unpaid channels and car enthusiast sites. The videos took off. The social chatter around them was huge.

Then in last few days before the unveiling at the auto show, we released a final video showing a crazy lightning storm over the city of Frankfurt. The etron had arrived. 

The campaign culminated in a live-feed viewing of the unveiling.