Audi TT
Brochure Hack
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An augmented journey through the virtual cockpit
Audi's sleek, new TT model features a "virtual cockpit," a digital dashboard designed to enhance the driver's experience. To help inspire prospective buyers and get them one step closer to sitting in the driver's seat, Audi hacked the conventional sales brochure, an important touchpoint in the customer journey.
Thanks to augmented reality, potential buyers could launch the app, place their smartphone on the brochure, and touch hotspots on the page to navigate the display. Users could also configure the car and request a test drive.
Using conductive print, Audi turned the conventional sales brochure into a smart surface, enabling haptic feedback. An embedded Bluetooth chip delivered a seamless experience between the page and the user's phone, transforming every touch on the page into a rich product demonstration.
The Audi TT Brochure Hack closed the gap between virtual and physical worlds in a way that delivered real value and transformed how Audi can engage with customers through experiential direct marketing.
Agency:
Team:
Executive Creative Director: Preethi Mariappan
Group Creative Director: Chris May
Associate Creative Director: Yasushi Zonno
Senior Art Director: Daniel Righi
Art Director: Diego Margini
Motion Graphics: Henrik Oestergaard
Software Developer: Marco Koeppel
Concept Developer: Anna Dressler
Junior Concept Developer: Fay Kornmeier
Account Director: Caren Erhardt
Project management: Tobias Hering
Awards:
Audi TT Brochure Hack
Cannes Lions – June 2015
Cannes Bronze Lion in the “Mobile – Creative use of Technology”
Cannes Lions – June 2015
Cannes Bronze Lion in the “Mobile – Creative use of Technology”
Audi TT Brochure Hack
FWA – April 2015
FWA Mobile of the Day for the project Audi TT Brochure Hack
FWA – April 2015
FWA Mobile of the Day for the project Audi TT Brochure Hack
Audi TT Brochure Hack
Lovie Awards – October 2015
Gold Lovie Award in the “Mobile & Experiential” category
Lovie Awards – October 2015
Gold Lovie Award in the “Mobile & Experiential” category