Another great example of viral activity from Audi. It's noticeable that Audi have decided to move money from other media buying activity into viral, see Brand Republic.
This is a very interesting development, and I do enjoy the personalisation of this work.
It will be interesting to see whether the grwoing use of vital by car companies gives a competitive advantage. BMW, Mazda, Ford and Audi have all used viral. This is a high involvement product and it would be interesting to know whether the virals do tip the balance in favour of these organisations.