Audi’s North American dealers face a difficult challenge in attracting new recruits to its sponsored Technician training resulting in jeopardizing the sustainability of the high quality of Audi’s impeccable service.

First, a segment of the population was identified as prime candidates. A theme was then developed, which was attractive and informative, while still fitting into the parameters of Audi’s general look and feel. The materials were used to get the attention of prospective recruits, as well as the way in which Audi’s dealers conducts business.