The market launch of the new AUDI A1 in Germany aimed to attract a highly diverse target group, including both, young people just starting their careers and potential female second-car drivers. Print media worked in close harmony with digital media such as the Internet and social networking sites to ensure the target group identified strongly with the AUDI A1. A five phase magazine mail shot covering a wide range of issues formed the core of the cross media communication and was complemented by an online magazine. An email newsletter announced the print mail shots, and the campaign also featured further print and online materials.