Title	AUDI SUPERQ
Brand	AUDI
Product/Service	AUDI SUPERQ
Category	C02. Live Shows / Concerts / Festivals
Entrant	MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation	EKS Stockholm, SWEDEN
Idea Creation 2	BRANDS AND EMOTIONS München, GERMANY
Production	MEDIAMONKS Amsterdam, THE NETHERLANDS

Name	Company	Position
EKS	EKS	Sport Company
brands and emotions	brands and emotions	Branding
MediaMonks	MediaMonks	Creative Production Partner

The Campaign

The idea was to combine real racing scenes together with a virtual racing environment. To start we had RX professional Mattias Ekström record a time on his favourite track. Second, we scanned an exact copy of the race course into VR, which was transferred into a real Allianz Arena surrounding to create a driveable virtual rally course. Using Mattias’ real race track time as the benchmark, we then challenged football players of Bayern Munich and participants to beat him by driving the virtual race track inside the Allianz Arena. The installation was placed in the middle of the pitch and the crowd could follow the attempts to beat Mattias’s time. The idea was for the audience to get a much a better feel of just how powerful the Audi rallycross car really is.

Campaign Success

Implementation A combination of high quality Virtual Reality with a physical installation, shown at a live event with 75.000 spectators. Placement Allianz Arena, Munich during the AudiCup. Brand relevance The experience was relevant for Audi as it featured an Audi rallycross car where participants could drive in a sponsored event against an Audi sponsored rally driver in Mattias Ekström. Materials, style elements, design choices All of the elements chosen were designed to make the experience as realistic as possible. From an exact measurement of the track, to effects like gravel spraying up as you drive. Everything in Virtual Reality was made to convey the sheer power of Audi’s rallycross car and the speeds it can reach. Three-time Le Mans winner Rinaldo Capello called it “outstanding […] the driving experience is really very realistic.” Timeline 2 months production time, with the experience on show at the Audi cup for two days.

Describe the success of the promotion with both client and consumer including some quantifiable results

Target audience (consumer demographic/individuals/organisations): All visitors at the Audi Cup 2017 Approach Pro rally driver Mattias Ekstöm chose his favourite track to record a race time. During his lap, we timed and recorded the track data. We then built a virtual replica of the track within the Allianz arena. We placed the arena around the track inside the VR world to match the digital world with the event space. A world first in VR which was seen by 75,000 spectators at the Allianz Arena. During the event Audi live-streamed racing across social media, whilst Eurosport also covered the action during their live broadcast.

Explain why the method of promotion was most relevant to the product or service

Audi SuperQ combines the power of VR with a physical installation to demonstrate the power of of rallycross. The experience allows participants to race against Audi sponsored rally driver Mattias Ekström, pitting their racing skills against one of the world’s best rally drivers. The 75,000 audience that saw the experience were able to watch the virtual races on screens around the Allianz Arena. To connect with the audience the the race track was virtually placed within a replica of the stadium, giving users the sensation that they were racing inside the arena.

Target audience (consumer demographic/individuals/organisations): All visitors at the Audi Cup 2017 Approach Pro rally driver Mattias Ekstöm chose his favourite track to record a race time. During his lap, we timed and recorded the track data. We then built a virtual replica of the track within the Allianz arena. We placed the arena around the track inside the VR world to match the digital world with the event space. The installation was built in 2 months and then went live at Audi Cup in Munich August 2017. For the first time ever a virtual race would take place in a football stadium. Football players and fans drove the virtual track which had an Allianz Arena surrounding, making it feel like the driver is racing inside the stadium. The challenge was to try and beat the benchmark time of Mattias Ekström.