2014 Winners & Shortlists

The Brief

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 interactive and immersive experience to promote these technologies, encourage test drives and drive purchase.

Describe how the promotion developed from concept to implementation

We created Audi Tomorrow, Today. A living, breathing showcase of how it feels to drive in the future. When prospective Audi drivers stepped into the mall, the interactive display spoke to them via bluetooth and directed them to experience Audi’s futuristic technologies first hand. Once they were on board, the interactive stand and pods came alive with 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The activation didn’t only capture their imagination. It also resulted in 1,188 leads, 698 test drives and 107 vehicles sold.

Explain why the method of promotion was most relevant to the product or service

It actively invited prospective Audi drivers to ‘time travel’ — to drive and experience the future. It also successfully positioned Audi as the future of the automobile.