Inside Audi’s humanised tech experiential space

Brief: Continue to drive Audi business using innovation as a platform to create delightful and unforgettable experiences for potential and existing customers. In particular, the auto maker wanted its three key technological innovations – Connect, e-tron and Ultra – to be experienced by a wide audience in the most straightforward, simple and engaging way.

In addition to providing visitors with a series of fresh and exciting experiences; the challenge was to design and create exhibits that ‘humanised’ Audi technologies to allow consumers to grasp and relate to the technology and build affinity with the brand.

Execution: The 400 sq.m. Audi Experiential Centre was divided into four main experiential zones – Connect, e-tron, Ultra and Land of Quattro – each of which employed alternative methods of information delivery, providing a hugely engaging experience for visitors.

Digital technology was used liberally throughout to provide immersive user experiences, encouraging interaction and conversation between visitors and Audi representatives.

In particular, the three key technologies were brought to life through motion sensor and LED tracking devices, an X-ray system and 3D mapping; while a 4D theatre provided a startlingly realistic experience for the Land of Quattro journey.

Result: Entering the centre, the visitor stepped into a giant arcade where entertainment and engagement never ended. Visitors experienced every turn, bump and thrill of the Land of Quattro journey, challenged each other in a car race, generated electricity for an electric vehicle, played interactive games on a touchscreen counter top and examined the inside of an Audi car via an x-ray machine.

Technology was made simpler through this direct engagement, and concepts that would be complicated even for a genius were explained and experienced in a rich, transparent way.

In the end, the 2013 campaign saw tremendous visitor turnout in each of the three cities. The client amassed a valuable visitor database and a vast number of potential customers were exposed to Audi’s latest technology. This campaign once again positioned Audi at the forefront of innovation in the automotive industry.

Take away: The number of attendees created an inevitable waiting period as people took turns experiencing the technology.

Part of this waiting time came during the registration process, as visitors needed a Wi-Fi password to access the interactive activities. By holistically examining and streamlining the entire experience, we successfully improved the management of the process and boosted customer experience.

Client : FAW-Volkswagen Automotive Co., Ltd.

Event Company: Pico Beijing

Event: Audi Experience Week 2013

Date: October – December 2013

Location: Guangzhou, Shanghai, Beijing

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