Audi launched its 'Departures campaign' that directly targets buyers looking for luxurious automobiles through a responsive magazine advertisement. It features the different lighting components of the auto label's new A8 model for 2019. It lights up to captivate magazine readers' attention and initiates direct engagement with the vehicle with an actual key fob. The Departures campaign was launched in the November/December issue in 2018, reaching 25,000 readers by providing them with a faux key fob.
The buttons on the fob can activate locking and unlocking the printed car using the light-up insert. The main component being highlighted is the responsive lights that create a physical connection between the car and the driver. This targets a premium demographic as the Departures magazine is exclusively available for Platinum Discover Card Members of the luxury publication.