What can you do to generate expectation among your audience about a technology that you still can't show in its final version? Send them into the future to experience it. To introduce the e-tron technology and the first Audi electric car, the auto maker created a story that would materialize in social media and CRM and culminate in an immersive experience in escape room format which, as promised, would send you to the future. After advancing through secret rooms and tunnels, participants could travel to a laboratory of the future in a hybrid e-tron model. A place to interact with technological installations inspired by the features of the Audi e-tron quattro concept, including holograms, robotic arms and interactive projection mapping.

The e-tron room is an immersive experience in escape room format that was announced with trailers and social media content well in advance (July 2017) and had a booking platform and interactive games in which our audience could unlock secret sessions for hardcore fans when the rest of the sessions had already been booked.

The experience has a multitude of technological installations that allow the participant to master technologies that few people have interacted with: control of kinematic spheres with gestures, projection mapping controlled through a rotating cylinder, holograms, etc.

The installation was launched in Barcelona in October 2017 (3 weeks, 7 days a week) and in Madrid in November (same duration). The speed with which it was transferred is due to the modular construction approach, which allows the escape room to be dismantled and assembled quickly, simplifying its transfer to other markets.

Every time we unlocked a new week, in less than 20 minutes all sessions were booked.

More than 99% of the participants rated the experience positively and 60% of the teams took a test drive at the end of the escape room experience with one of the two hybrid e-tron models that the brand already markets.

The impact on the media exceeded 2 million Euro internationally, with leading general, technological and specialized motor media praising the project.

All sessions were booked in just a few minutes and cancellations were barely non-existent. A waiting list of more than 10k participants was ideal to fill in any cancelled sessions.

We reached an overall audience of more than 100 million people.