Agency: BBH Unlimited | Author: Caroline Gibbs |
Real World Planning For a Virtual World
IN A NUTSHELL
We were determined to put a progressive brand like Audi on the Net. This paper describes how we deployed a real world proxy to construct a site that added value to the brand, was useful for a preNetgeneration audience and fulfilled some realistic objectives for Audis internet venture. When consumers visit a website, they do so of their own free will. Unlike advertising, where the brand transmits its own single minded message, our website offered the visitor a multifaceted experience of Audi. Hence...