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.

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 footage and experiences were created from scratch and on location. Time-to-market was less than seven weeks with access to the first actual A4 in the world.

Exclusive dealer events were organised before the app was publicly available, (August). 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 experience that could only be achieved by using VR technology, surpassing existing industry benchmarks;

2. Dealer preview-events were fully booked and a huge success in terms of attendance and response from prospects;

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 target audience;

5. A worldwide success: the Audi A4 Experience was integrated into the introduction-campaign in 20 countries, including special preview events at Car Salon Bruxelles and Singapore;

6. The Audi A4 Experience was an international best practice for Audi: awarded with the Audi International Communication Special Award;

7. The Audi A4 Experience was awarded with the Webby Awards Honoree Virtual Reality 2016, FWA Mobile site of the Day and is currently nominated in multiple Dutch awards.