Audi's tagline is "Never Follow," so when it came

Audi’s tagline is “Never Follow,” so when it came to advertising the automaker’s new A4 model, McKinney + Silver knew it would have to come up with something different for the online portion of its “Greater than” campaign, which began last October. “We said, ‘Let’s be Never Follow. Let’s break out of just doing banners,'” says Dave Cook, group creative director on Audi at McKinney + Silver in Raleigh, N.C. “Let’s have people do something.”

Audi is asking potential buyers to not only pay attention to its online ads, but to collect them; and, of course, ultimately buy a car.