Championed by its Vorsprunch dürch Technik slogan, Audi is known as one of the car industry’s most innovative brands.

We were briefed to build a new, dynamic ride that lets users experience the raw power of rallycross. Our objective was to showcase this by creating the very first virtual race inside the Allianz Arena for the Audi Cup.

Implementation

SuperQ VR is a virtual rallycross race where famous sportsmen took part in a unique driving experience, racing in VR against rallycross professional Mattias Ekström.

We began by taking Mattias out on the track in Riga, filming his lap and recording the GPS data. We used that data to create an exact replica of the track in VR and built a driving simulator that allowed participants to hit the pedal in pursuit of Ekström’s time.

Placement

Racers competed in front of 75,000 football fans inside the Allianz Arena, Munich during the Audi Cup. During the event Audi live-streamed the race across social media.

Brand relevance

The SuperQ series of events was created for fans to experience what their heroes do - close up. SuperQ VR is a racing experience designed so that fans could really feel the thrill of driving the world’s best rallycross car against the world’s best rallycross driver on one of the world’s best rallycross circuits.

Materials, style elements, design choices

Key to the experience was creating a driving game that felt like you were in control of a real Audi S1 rallycross car on a real rally track.

Our biggest challenge was the handbrake. Watching Mattias drive, he uses the handbrake all the time to carry speed round very tight gravelly corners. Getting this right made the VR drive feel like a real rallycar.

One of the first to experience this virtual driving sensation was Audi legend Dindo Capello. “Outstanding,” rejoiced the three-time Le Mans 24 Hours winner. “The driving experience is really very realistic, which is something that I did not expect,”.

Timeline

Two months production-time from briefing to live, with the experience on-pitch at the Audi Cup for two days.