Audi TT Brochure Hack
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.
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.
Agency:
 
 
 
Team:
 
Executive Creative Director: Preethi Mariappan 
 
Group Creative Director: Chris May
 
Associate Creative Director: Yasushi Zonno
 
Senior Art Director: Daniel Righi
 
Art Director: Diego Margini
 
Motion Graphics: Henrik Oestergaard
 
Software Developer: Marco Koeppel
 
Concept Developer: Anna Dressler
 
Junior Concept Developer: Fay Kornmeier
 
Account Director: Caren Erhardt
 
Project management: Tobias Hering
 
 
 
 
Awards:
Audi TT Brochure Hack
Cannes Lions – June 2015
Cannes Bronze Lion in the “Mobile – Creative use of Technology”
Audi TT Brochure Hack
FWA – April 2015
FWA Mobile of the Day for the project Audi TT Brochure Hack
Audi TT Brochure Hack
Lovie Awards – October 2015
Gold Lovie Award in the “Mobile & Experiential” category
 
 
 
 
 
 
 
 
 
Audi TT Brochure Hack
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Audi TT Brochure Hack

AUDI TT BROCHURE HACK AN AUGMENTED JOURNEY THROUGH THE VIRTUAL COCKPIT Audi’s sleek, new TT model features a “virtual cockpit,” a digital dashb Read More
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