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Audi was one of many sponsors at the 2017 World Ski Championships in St. Moritz, Switzerland, this past February. To help the automaker stand out from the crowd, Stockholm agency Åkestam Holst came up with a counterintuitive idea: Replace the brand’s logo on a single competitor’s sleeve with a license plate number—and then award the car with that number as a grand prize to the first person watching on TV to spot it amid the sea of skiers.
A new case study captures the rough tick-tock of the campaign.
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