Audi TT Brochure Hack is an innovative activation initiative — where we brought a unique digital experience to the physical world for Audi customers.

Every year Audi prints thousands of brochures, but this direct touch point is rarely leveraged in an innovative way. We were able to turn this into a great opportunity to really showcase features using interaction, storytelling and a little bit of tech magic.

We wanted people to feel excited about the TT, it’s pretty hard to do that with a standard brochure. With this idea customers get to experience an important feature of the New TT, not just read about the specifications.

This piece of work shows how we can close the gap between virtual and physical worlds in a way that delivers real value to customers and transforms how Audi can engage with experiential promotional material.

The Audi TT Brochure Hack was a limited edition brochure produced for the German Market. The brochures were sent out after the market introduction of the New Audi TT in February 2015 — once the TT was available to test drive at the dealers. The brochure was sent to hot prospects who fitted the TT profile: young, with a high disposable income.

This tech hack turned a static brochure into a magical storytelling platform. It got customers one-step closer to driving the New Audi TT by letting you feel the magic of the Virtual Cockpit for real, you could also book a test drive directly from your mobile.

Based on the success of this project Audi plan to rollout this brochure feature to other Audi models that feature the Virtual Cockpit, such as the New Audi R8 and Q7.

82% of recipients opted in for the full experience.

100% touch rate for every hotspot on the page.

17% test-drive conversion rate.

500,000+ earned media impressions through blogs and online PR.