2014 Winners & Shortlists

Execution

To launch Audi Connect, Ultra and E-tron, a series of innovations that are defining the future of the automobile — network mobility, electric mobility and lightweight construction. Our challenge was to create an immersive and interactive experience to promote these technologies, encourage test drives and drive purchase. We didn’t just build a mall stand. We created a living, breathing showcase of how it feels to drive in the future: Audi Tomorrow, Today. We all know that mall visitors are busy dining, shopping and catching the latest blockbuster movies and hence, they could miss our activation. So, we interrupted their journey and drove them to our showcase. We created interactive displays that spoke to prospective Audi drivers via bluetooth once they stepped into the mall and directed them to experience Audi’s futuristic technologies first hand. We also designed an interactive stand with pods that came alive when the visitors walked in. Each pod is a real-time virtual simulator featuring full-HD touchscreens, 3D sound system and intuitive original content specially created to bring Audi Connect, Ultra and E-tron to life. The activation didn’t only capture their imagination. It also resulted in 1,188 leads, 698 test drives and 107 vehicles sold.