| Title | AUDI TT BROCHURE HACK |
| Brand | AUDI |
| Product/Service | AUDI TT BROCHURE HACK |
| Category |
B02. Use of Mobile Devices |
|
Entrant Company
|
RAZORFISH Berlin, GERMANY
|
|
Advertising Agency
|
RAZORFISH Berlin, GERMANY
|
|
Production Company
|
NOVALIA Cambridge, UNITED KINGDOM
|
Credits
| Preethi Mariappan |
Razorfish |
Chief Creative Officer |
| Chris May |
Razorfish |
Group Creative Director |
| Yasushi Zonno |
Razorfish |
Associate Creative Director |
| Daniel Righi |
Razorfish |
Senior Art Director |
| Diego Margini |
Razorfish |
Art Director |
| Henrik Oestergaard |
Razorfish |
Motion Graphics |
| Marco Koeppel |
Razorfish |
Software Developer |
| Anna Dressler |
Razorfish |
Social Concept Developer |
| Fay Kornmeier |
Razorfish |
Junior Social Concept Developer |
| Caren Erhardt |
Razorfish |
Account Director |
| Tobias Hering |
Razorfish |
Senior Project Manager |
| Dr Kate Stone |
Novalia |
Founder |
| Madeleine Kelleyan |
Novalia |
Project Management |
| Fred Lemoal |
Novalia |
Engineer |
Brief Explanation
The third generation of the Audi TT is the perfect combination of design and performance. It is the first model to feature a digital display called the Virtual Cockpit.
Our task was to inspire customers with this futuristic feature and give customers a premium innovative experience. The challenge was to do it with the conventional sales brochure — still the main touch point for millions of Audi buyers in the pre-sales process.
Audi TT Brochure Hack is an innovative activation initiative — where we brought a unique augmented digital experience to the physical world for Audi customers.
Results and Effectiveness
This tech hack turned a static brochure into a magical storytelling platform leading to:
• 80% syncing the brochure with their phone.
• 100% touch rate on every hotspot.
• 1000’s of shares claiming Audi’s progressive image.
• Featured on a prime-time tech show.
Customers got one-step closer to driving the TT by letting you really feel the magic of the Virtual Cockpit, you could also book a test drive directly from your mobile.
Based on the success of this project Audi plan to rollout to other models, such as the New Audi R8 and Q7.
Creative Execution
The brochure was mailed directly to a select audience of hot prospects from the Audi Customer Database. Typically these were loyal Audi customers who fitted the TT profile: young, with a high disposable income who were looking due to upgrade their old TT.
Insights, Strategy and the Idea
Every year Audi prints thousands of brochures, but this direct touch point is rarely leveraged in an innovative way. We were able to turn this into a great opportunity to really showcase features using interaction, storytelling and a little bit of tech magic.
The mailing highlighted THE main communication feature of the New TT, the Virtual Cockpit. The idea was relevant to Audi because it translated Audi's core brand promise, Vorsprung durch Technik (Progress through Technology) into a classic format.