Audi TT Brochure Hack

Using conductive print, we turned the conventional brochure into a smart surface.

Cannes Lion Bronze “Mobile – Creative use of Technology”
FWA Mobile of the Day
Epica Awards Creative Communications section

Agency: Publicis Razorfish
Published: 2015
My role: Concept, Art Direction, Design

Insight & 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.

Using conductive print, we 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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Execution

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.

1st Augmented reality brochure
15 Cockpit modes to explore
75 Configurable options