Audi has been positioning itself as a leading technological and innovative automotive brand for years, a positioning shared by many other brands in a highly homogeneous sector.

That's why we needed to take a step further and enhance our mobility app, myAudi&Me, with an idea that would resonate with our audience from a deeper and more human perspective, while also remaining true to Audi's technological DNA.

And we set out to offer a unique and recurring tool.

Map of Emotions is the first map that shows destinations based on the most frequently experienced emotion mentioned in their reviews. For example, if 'tranquillity' was the most commonly mentioned emotion in the reviews of a specific place, we would tag it accordingly.

In collaboration with Condé Nast Traveler, a publisher specialising in travel, we curated a selection of 500 destinations spanning the entire country, tailored to our target audience's interests.

By analysing the reviews of each of the 500 locations, we selected the most recurring emotions and labelled each destination with the most mentioned one.

From 2 million reviews on Google Maps, we identified 428 keywords. Using an algorithm, we categorised them into 12 different emotions: Happiness, Wellbeing, Surprise, Peace, Fun, Curiosity, Sadness, Freedom, Harmony, Passion, Inspiration and Love.

Based on the collected data, we created a geolocated map where each user could explore our selection of destinations filtered by their desired emotion.

Furthermore, each destination offered a description, score, review of the place, and the route to get there. An innovative service available to all users of the mobility app myAudi&Me.

By analysing more than 2 million reviews of 500 selected locations, we identified 428 keywords related to 12 different emotions. Using an algorithm, we categorized them into Happiness, Wellbeing, Surprise, Peace, Fun, Curiosity, Sadness, Freedom, Harmony, Passion, Inspiration and Love. We created a geolocated map where each user could explore our selection of destinations filtered by their chosen emotion.

The data interface of Map of Emotions operates as a symbolic system. Each location is represented by the prevailing emotion in its Google Maps reviews. Each symbol, including colour, shape, and animation, expresses the essence of that emotion. For instance, happiness is represented with red, a sharp shape, and distinctive characteristics that helps us identify that emotion.

We integrated this guide featuring 500 destinations across the country into our drivers' mobility app, which can be synced to the vehicle's infotainment system.

In the first two months of the campaign, we achieved 14,505 new app downloads and a registrations growth of 48.55%. Moreover, we attained an average user session duration of 1.16 minutes, which was 485% higher than usual. This surge in engagement led to 3,752 users actively seeking routes to our destinations*.

Most importantly, we demonstrated that it is possible to make creative use of data to serve our customers. And their emotions.

*Data collected from Google Analytics during July and August 2023.