Audi TT Brochure Hack

AN AUGMENTED JOURNEY THROUGH THE VIRTUAL COCKPIT

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.

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.

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The Audi TT Brochure Hack closed the gap between virtual and physical worlds in a way that delivered real value and transformed how Audi can engage with customers through experiential direct marketing.

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THE TEAM

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Preethi Mariappan
Executive Creative Director

Chris May
Group Creative Director

Yasushi Zonno
Associate Creative Director

Daniel Righi
Senior Art Director

Diego Margini
Art Director

Henrik Oestergaard
Motion Graphics

Marco Koeppel
Software Developer

Anna Dressler
Concept Developer

Fay Kornmeier
Junior Concept Developer

Caren Erhardt
Account Director

Tobias Hering
Project management

AWARDS

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Bronze – Cannes Lions
Mobile, Creative use of technology, Mobile Experience

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FWA Mobile Winner
Mobile of the day April 18 2015