At stands and POS the available space is usually limited to the minimum. More than taking a quick seat in the car is often not possible. And going for a test drive is impossible. For this purpose Audi offered all visitors an action-packed 3D ride – prior to the official launch of the model. Designed for the virtual reality headset Oculus Rift. And with this the visitors entered a world which most of them have never seen before.

The spot was shown during a week in five different theatres in downtown Zurich. In a close collaboration with KITAG, the biggest cinema chain in Switzerland, the theatre’s light was timed exactly with the spot: the light went out completely before the spot started, and brightened up slowly to the fullest while the Audi was approaching.

Due to the surprising mix of action and contest the data of 590 interested clients was gathered. The interested individuals were contacted hereafter with a personalised newsletter to take a test drive with an Audi. The result: 20 persons test-drove an Audi quattro model of their preferred choice.