The link above does not provide the full interactivity of the site, to be found at www.audiusa.com/a3.

Client: Audi AG
Creative Agency: Enlighten

The A3 microsite was developed to support the introduction of the 2006 Audi A3 in the North American market.  Offering an unmatched blend of style, performance and innovation, the Audi A3 has redefined the notion of compact luxury. The vehicle’s target buyer is young, affluent, active, progressive, advanced in their use of technology and regarded by their peers as being at the edge of their time.

Given the product-consumer orientation (“a leading car for leading people”), the A3 microsite needed to accomplish the following:

• Engage potential buyers in a memorable and unique brand experience that connects Audi’s “Never Follow” message directly with the A3’s role in defining the new “compact luxury” segment.
• Educate target consumers about the A3’s leading product attributes such as DSGTM, FSI®, Open Sky system, Navigation plus, functional versatility, superior performance, handling and luxury.
• Drive qualified leads into Audi dealerships.
• Capture registrants for ongoing marketing efforts.
• Serve as the primary integration hub for a wide variety of online and offline advertising, retail programs, event marketing and viral activities.  

The results have exceeded expectations by successfully:

• Engaging potential buyers in the highest value site content and shopping tools
• Generating thousands of A3 test-drives and qualified sales leads
• Attracting nearly 650,000 prospects to the site

-- Tom Beck, marketing director, Enlighten

The Audi A3 microsite is a beautiful reflection of the brand, and it promotes the lifestyle associated with Audi. Audi represents an affordable luxury brand that has seen success in recent years in the US, and the new A3 launch has raised awareness of the entry level line in the minds of the consumer. The site offers a guided pathway through the details of the exterior and interior of the car, and also outlines the performance aspects of the vehicle for those who are interested. It places the A3 in landscapes and environments that reflect the lifestyle of the consumer, and as everyone knows, selling a car is rarely about the technical specs and mostly about the lifestyle. The A3 films element is too obviously stolen from their competition (BMW Films), but has a unique slant which is in line with the brand.

The challenge with the site is to get consumers to the destination. The messaging needs to be extracted and placed in lifestyle-centric placements, and it needs to draw the user into the content. This microsite accomplishes that.
-- Cory R Treffiletti, SVP, managing director, Carat Interactive, SF

I would describe Enlighten's minisite for Audi's A3 as adequate.  You've got video clips, narrated slide shows, tons of specs, plenty of images and it's all tucked into a tidy, sleek package. This type of creative can put the jobs of layout artists, TV execs and showroom salesman in jeopardy.  But a lot of automotive minisites do this.  Breaking through the clutter takes a hook.  How about a viral component?  Rather than showing people relaxing with an Audi after mountain climbing, why not have actual owners describe their own outdoor adventures?  Have them include a couple of pictures and lead them to a form where they can send a note to their friends.  "Check out my story at Audi.com!"  Some of the more incredible stories might end up linked to blogs across the globe.
-- Mario Sgambelluri, managing editor, iMedia Communications, Inc.