katerstorey November 7, 2005


  • Cyber Lion nomination – Interactive Campaign
  • Campaign Digital awards nomination – Automotive Category
  • IMA awards nomination – Best use of multiple channels
  • BIMA awards nomination – Best integrated campaign
  • LIAA nomination – Best use of interactive media

Sinister Beauty

As Audi Programme Manager at gt (now VML) I worked with a great team to create a campaign to celebrate the launch of the RS4 called Sinister Beauty.

Audi wanted to celebrate the powerful, stylish sports saloon – their fastest production car ever. The campaign objective: to create a “halo effect” across the range, build reputation and prestige, and interest in the A4 (the RS4’s more affordable brother).

The TV campaign cast the RS4 as a deadly spider, devouring other cars: we were briefed to extend the TV ad into a digital brand experience to engage the target audience and increase the time they spent with the campaign.

We wanted to use the aggressive, menacing personality of the TV ad, but we had to be true to Audi’s sophisticated, intelligent image. So, in line with the predatory nature of the RS4, we created a digital tone for our campaign – described as “Sinister Beauty”.

This was extended Sinister Beauty across a microsite, online advertising, Transvision screens, mobile, PSP, iPod and iTV content.


It was Audi’s most successful iTV experience at that time. Generating 13.4m impressions across the campaign, click through rate of between 2-5 times industry average, the microsite engaged 61,000 people – who became part of the sinister lair.

Chris Hawken, (Brand Communications Manager at Audi), commented:

“Using a vast number of digital communications channels is a first for Audi, and this strategy fits perfectly with the brand proposition of the new RS4 – high performance and true ‘Vorsprung durch Technik.”