Close-Up: Live Issue - BBH takes 'remastering audio' angle for Audi TT.(Bartle Bogle Hegarty Ltd.)

The interactive digital campaign features 14 remastered tracks to highlight the marque's evolution.

Bartle Bogle Hegarty's campaign for Audi's launch of the remastered TT has taken 'remastered' literally.

The agency has dismissed a traditional above-the-line marketing push for the iconic Audi sports marque, instead choosing a musical approach. With remastered tracks as its inspiration, BBH has created a digital campaign that aims to drive brand awareness of the new TT through quality of content.

The strategy unites the evolution of an iconic brand, with reworked musical tracks produced by emerging talent to create a series of re-interpretations of 14 seminal songs.

Mark Boyd, the director of content at BBH, explains: 'We wanted to focus investment into production of great content rather than in media spend. By creating content and seeding it to opinion formers, it would develop a momentum in itself. If you create the right content, then they will come.'

With everyone jumping on the digital bandwagon, it is surprising that there is still space for innovative interactive campaigns, but BBH believes that the agency has achieved just that.

The campaign revolves around the website www.ttremastered.com, where visitors can listen to the tracks, which will be released over a ten-week period to keep visitors coming back. The songs include Talking Heads' Road to Nowhere, covered by Lisa Lindley Jones, and Gloria Jones' Tainted Love, reworked by Coco Electrik.