Tonic had to deliver a Middle East-wide campaign for Audi’s month of quattro. The main objective was to encourage test drives for Audi Q7, and to showcase the quattro prowess. The insight was that driver’s in the Middle East underestimate Audi’s off-road capabilities. So we launched the Land of quattro campaign, across the 6 markets, where test-drivers could ‘mark’ a part of the off-road trail. In less than one-month, we had 200,000 visits to the microsite and several qualified leads, who mapped 31 trails across 6 countries, and we helped change their perception about Audi’s off-roading capabilities.