The all new Audi TT challenged perceptions of a sports car. Going head to head against a Parkour athlete, a game of cat and mouse unfolds into the ultimate standoff.

Audi was launching the third generation Audi TT to the Australian market but faced a perception problem that it was 'a hair dressers car’.

To challenge that perception and dial up the dynamic, sporty performance and design innovation we created a launch story concept called Head to Head in where an Audi TT takes on an LED clad Parkour athlete.

As part of the campaign, a digital experience was created for viewers to explore the new TT on their own terms.

In partnership with Nine MSN, the immersive digital strategy aligned with online habits of our audience across their entire day. Formats tailored specially to the campaign were developed to run alongside the brand messaging, which shifts across device depending on time of day.

Kevin Goult, general marketing manager, Audi Australia said, “MediaCom delivered an exciting and dynamic campaign for the launch of the Audi TT. It’s been a pleasure working with the MediaCom Beyond Advertising team who created a unique piece of content which brings to life the new sleek design of the car, setting the TT apart from competitors in market.”