Audi teams up with the Telegraph and a host of sports stars for 'Road to Le Mans' challenge
Telegraph Media Group and MediaCom have launched a video-led campaign for Audi, tracking two teams of British sports stars as they compete in a race to Le Mans using the least fuel.
The Telegraph has pitted a team of British Olympians – Amy Williams, Lizzy Yarnold and Kelly Sotherton – against England rugby stars – Phil Vickery, Kyran Bracken and Martin Corry – in a challenge which echoes the famous 24-hour Le Mans race.
The story of the contest and who won was captured by award-winning director Alex Verner and will sit in a dedicated hub on the Telegraph website.
Matt Cory, director of Telegraph Create, said: “The initiative has been a great partnership between two appropriate brands.
"Taking two teams of sports stars from Bolton to Le Mans with one tank of fuel in one weekend was a huge challenge and an enjoyable experience. We look forward to sharing the results with The Telegraph’s audience.”
The branded content has been created ostensibly to promote the Audi A6 2.0 TDI and the Le Mans theme reflects the car marque's success in the endurance race in recent times. It has secured 12 victories in the past 14 years.