Situation:

Hong Kong is home to a relatively big sports car market. For Audi, that means strong competition from other car brands offering sports cars at similar or lower prices with similar selling points.

Brief:

The Audi R8 – the epitome of an “every-day” sports car. It’s the Audi supercar made without compromise that was born on the track, but built for the road.

The all-new Audi R8, however, is faster, and more powerful than ever. Our brief was to communicate its key aspects of performance and power to our target audience.

Objectives:

How do we successfully launch the all-new Audi R8 in a market saturated with a variety of high performance sports cars?

Using neuro-detection technology, we created an application that converts brainwave activity into measurable levels of concentration. Once the neuro-headset was placed on a participant’s head, the application would translate brainwaves into speed, thus accelerating the car. The challenge was simple –

the more focused you were, the faster the car would go.

Racers were taken through a virtual racetrack that spiraled through some of Hong Kong’s most iconic districts. Using a built-in webcam, we captured facial expressions in real-time and generated a short video recap that was used as shareable content.