Title	AUDI A4 EXPERIENCE
Brand	AUDI NETHERLANDS
Product/Service	AUDI A4
Category	A04. VR Experience
Entrant	DIGITASLBi Amsterdam, THE NETHERLANDS
Idea Creation	DIGITASLBi Amsterdam, THE NETHERLANDS
Production	DIGITASLBi Amsterdam, THE NETHERLANDS
Production 2	VIEMR Groningen, THE NETHERLANDS
Additional Company	EARFORCE Amsterdam, THE NETHERLANDS

Name	Company	Position
Ellen Hooghiemstra	DigitasLBi Amsterdam	Creative Director
Nathan Coppens	DigitasLBi	Project manager
Floris Tunzi	DigitasLBi	Producer
Nynke de Groot	DigitasLBi	Creative Director
Arthur Hoogeveen	DigitasLBi	Client Partner
Mickel van Kouwen	Freelance	Design
Eppo Luiken	DigitasLBi	Strategy
Yann Moszynski	DigitasLBi	Animation
Dirk van den Bosch	DigitasLBi	Managing Director

The Campaign

How do you experience something that is simply not there? The perfect opportunity for virtual reality. We didn’t just add virtual reality, we fully used its core potential: delivering an impactful experience by translating the A4’s highlights into emotional experiences. To experience the power of the new Audi A4’s engine we installed a 3D camera onto a rollercoaster. We created a magical forest with thousands of fireflies to hint at what the Matrix LED headlights will do for you. We dropped you right in the middle of a huge dance festival to convey what Bang & Olufsen 3D Sound does for your senses. The serenity of the Austrian Alps is a perfect example of the abilities of Audi’s Virtual Cockpit: go where you want to go.

Creative Execution

We aimed for an authentic first person perspective experience and beyond just a VR tech demo. We developed a VR engine from scratch containing intuitive hotspot navigation and seamless transition between 2D and 360 storytelling. The engine enables smartphone usage, iOS and Android. All materials were created from scratch and on location. Time-to-market was less than seven weeks in sync with access to the first actual A4 in the world. Exclusive dealer events were organised before the app was publicly available, (August). The App was publicly available from September and seeded. Audi branded cardboards were sent to prospects to invite them to step into the new Audi A4 at home. Owned channels and media were used for seeding, while leads were followed-up with individual eDM’s. At the actual arrival of the A4 in the Netherlands late 2015, a TVC add-on drove app-downloads, generated new prospects for A4 and substantiated Audi’s innovative heritage to Audi fans.

1. In only 7 weeks we created an impressive video experience that could only be achieved by using VR technology that surpassed existing industry benchmarks. 2. Dealer preview-events were fully booked and a huge success in terms of attendance and response from attendees and dealers. 3. Audi A4 sales targets for 2015 were achieved in The Netherlands. 4. More than 45.000 app downloads in The Netherlands alone, of which 60% within the core of the Audi A4 audience. 5. A worldwide success: the Audi A4 Experience was integrated into the introduction-campaign in 20 countries, ranging from Chile to Australia. Including special preview events at Car Salon Bruxelles and Singapore. 6. The A4 Experience was an international best practice for Audi: it was awarded with the Audi International Communication Special Award.

Completely redesigned and launching late 2015 the all new Audi A4 features the best in its category in terms of technology, design and personality. As a result, potential buyers can look forward to a truly high tech experience. An experience which is deeply rooted in the central theme: Progress is Intense. The A4 Experience is an integral part of a refined introduction strategy. The primary target audience: hot prospects/sales leads, identified by Audi dealerships. The objective within the contact strategy is to experience the A4 as soon as possible at exclusive dealer events and at a personalized follow-up program. The secondary audience: the Audi fanbase to substantiate the Audi branding DNA: Vorsprung durch Technik, activated by owned channels/media and PR. Finally Audi Netherlands set the objective to demonstrate innovative exploration and enable multiple Audi-markets to adapt this innovation. The driving force was the early alignment with Audi International HQ.