| Title | AUDI TT BROCHURE HACK |
| Brand | AUDI |
| Product/Service | AUDI TT BROCHURE HACK |
| Category |
A05. Innovative Technology for Mobile |
|
Entrant Company
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RAZORFISH Berlin, GERMANY
|
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Advertising Agency
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RAZORFISH Berlin, GERMANY
|
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Production Company
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NOVALIA Cambridge, UNITED KINGDOM
|
Credits
| Preethi Mariappan |
Razorfish |
Executive Creative Director |
| 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 |
Creative Execution
Using conductive print, a conventional sales brochure became a smart surface, enabling haptic feedback letting you explore every aspect of this revolutionary feature.
A battery powered Bluetooth chip transformed every touch on the paper into a rich product demonstration between your mobile and the brochure. Voiceover was incorporated to enhance the experience and help you understand each feature.
You could also configure external features of the car such as paintwork, wheels and headlights and book a test drive.
This tech hack turned a static brochure into a magical storytelling platform. It also got customers one-step closer to driving the New Audi TT, by letting you book a test drive directly from the mobile app.
This piece of work shows how Audi can close the gap between virtual and physical worlds, in a way that delivers real value through mobile. It also transforms how Audi can engage with customers through experiential direct marketing.
This tech is planned for rollout into other Audi models featuring the Virtual Cockpit, such as the New Audi R8 and Q7.
The idea generated a fair amount of online PR through various creative and tech blogs, it was even featured on prime time tech show in Thailand.
Audi TT Brochure Hack is an innovative activation initiative — where we brought a unique digital experience to the physical world for Audi customers.
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.
We wanted people to feel excited about the TT, it’s pretty hard to do that with a standard brochure. With this idea customers get to experience an important feature of the New TT, not just read about the specifications.
This piece of work shows how we can close the gap between virtual and physical worlds in a way that delivers real value to customers and transforms how Audi can engage with experiential promotional material.