This paper demonstrates how brand content can powerfully and efficiently engage a relatively disinterested audience, and how it can fuel the potency of more traditional communications channels like advertising and direct mail. The aim of this campaign was to make Audi be seen as prestigious for the many and not just the few. It needed 'public prestige' not just 'private prestige'. The communications approach took the brand from new entrant in the prestige car sector to its heir apparent. In doing so, it generated an extra 65,505 car sales and more than paid for itself