Audi TT Brochure Hack

An augmented journey through the virtual cockpit

Insight and Idea

Audi’s sleek, new TT model features a “virtual cockpit,” a digital dashboard designed to enhance the driver’s experience. To help inspire prospective buyers and get them one step closer to sitting in the driver’s seat, Audi hacked the conventional sales brochure, an important touchpoint in the customer journey.

Thanks to augmented reality, potential buyers could launch the app, place their smartphone on the brochure, and touch hotspots on the page to navigate the display. Users could also configure the car and request a test drive.

Challenges and the technology behind the idea

Using conductive print, Audi turned the conventional sales brochure into a smart surface, enabling haptic feedback. An embedded Bluetooth chip delivered a seamless experience between the page and the user’s phone, transforming every touch on the page into a rich product demonstration.

View form the inside

Outcome and impact

Using conductive print, Audi turned the conventional sales brochure into a smart surface, enabling haptic feedback. An embedded Bluetooth chip delivered a seamless experience between the page and the user’s phone, transforming every touch on the page into a rich product demonstration.

Phone placement

Conductive paper

Test drive car configurator

Team

Preethi Mariappan
 Executive Creative Director
Chris May
 Group Creative Director
Yasushi Zonno 
Associate Creative Director
Daniel Righi
 Senior Art Director
Diego Margini
 Senior Art Director
Henrik Oestergaard 
Motion Graphics
Marco Koeppel
 Software Developer
Caren Erhardt
 Account Director
Tobias Hering
 Project management

Awards

Cannes Lions
Cannes Bronze Lion “Mobile – Creative use of Technology”
FWA
FWA Mobile of the Day
Epica Awards
Audi TT Brochure Hack featured in the Epica Book 29 for the Creative Communications section