Title	AUDI A5 PREMIERE
Brand	AUDI
Product/Service	AUDI A5
Category	A10. Live Brand Experience
Entrant	UNIPLAN INTERNATIONAL Cologne, GERMANY
Idea Creation	UNIPLAN INTERNATIONAL Cologne, GERMANY

Name	Company	Position
Frederik Nimmesgern	Uniplan GmbH & Co. KG	Creative Director
Cuno von Hahn	Uniplan GmbH & Co. KG	Design Director
Daniel Naegele	Uniplan GmbH & Co. KG	Chief Creative Officer Europe

The Campaign

The Connected City Concert. A collaborative concert in which all of the guests and an extraordinary trio of artists become the protagonists and sound designers for the moment of the unveiling by means of an interactive media installation. Through the emotional reactions to a studio film of the Audi A5 the guests intuitively determine the form of individual sound elements. The concert’s score (composition) is generated live and visible on the media walls by a special software before the concert. Then the musical trio of the electronic music and jazz producer Henrik Schwarz, Bugge Wesseltoft (grand piano) and Dan Berglund (double bass) interpret this score and expand on it with their improvisations. An extensive multimedia presentation accompanies the concert. It shows the timeline of the live arrangement of the concert piece and integrates the portraits and names of the guests. Everyone will recognise the moments they contributed to the creation.

Creative Execution

The visitor interactions during the approx. 60 minute get-together at the beginning of the evening lay the foundation for the concert. Via iPads, the guests see a short studio film of the new Audi A5. “Show your excitement!” - their emotional reactions to the first impressions of the vehicle are recorded in photographs. Emotional tracking software scans the photo and chooses an individual sound snippet from a sound pool produced by Henrik Schwarz (created 1 week before inspired by the design language of the new Audi A5). The portraits, provided with a graphic filter, are seen on the media walls together with their sound. That forms an electrifying sound cloud atmosphere during the get-together. A timeline appears on the media walls that places every guest into the concert along with their sound. The jam session begins - the unveiling of the new Audi A5 Coupé is happening simultaneously.

The concert, beginning with a classical music feeling combined with electronic overtones, provided a moving atmosphere at Audi City. The guests’ mood and their feedback, as well as that of the customers, was extremely positive. Over 80% of the guests participated in the interaction and thus became a vital part of the concert. Additionally, they could share their individual “Connected City” avatar photo (animated and with individual sound) directly on their social media channels via an iPad app and, in this way, also take part in a sweepstakes. 32% of all the participants took advantage of this opportunity. Broadcast live from Ingolstadt, from the world premiere happening simultaneously for the press, the guests then witnessed the presentation of all of the car’s best features.

The idea of integrating the reveal moment into one of the most emotional entertainment formats – an interactive concert -, combines brand, consumer and moment in a complete new way. On the basis of the personal, emotional involvement with own photos and individual sound particles or the recognizable participation of all event guests in the development of the concert, the event leads to an entertaining and involving confrontation with the topic connectivity which is normally communicated very technical and feature-based.

Starting with the innovative “Audi connect” services, the goal was to create a connecting, emotional experience for the guests. An evening of celebration that represents the connection of people and technology, that makes experiencing the connectivity of the new Audi A5 possible aside from sobering facts and information and, in this way, also brings the elegant aesthetics of the new Audi model into focus.