What is the power of your imagination? Can you imagine the car of the future?

It is already here! The new Audi Q7 - the most hi-tech car in Audi product line.

The first virtual movie theatre #imagineQ7 makes you picture the future car in VR. As a culmination of the show you see an actual Audi Q7, unexpectedly appearing in front of the viewers eyes after they take the VR glasses off!

Virtual reality is often perceived as an individual experience. But we’ve adapted VR-technologies for mass use. It was a complex experiment. For the first time in the history of the VR usage we’ve synchronized content for 100 devices simultaneously.

It was a complicated experiment. Not only have we employed the brand new VR technology, but also brought it to the new technological level by creating a software allowing to synchronize the content for 100 VR devices.

The first users of the VR movie theatre #imagineQ7 were the guests gathered at the Garage Modern Art Museum in Moscow, 18 June 2015

Space of the “Garage” Museum split into 2 zones: welcome-zone with the exposition of the new Audi Q7 and the secret zone of #imagineQ7 installation. Guests were invited to see the show sessionally, in groups of 100 people, according to their bracelet color. But no one could know for sure what was waiting for them inside!

The plot of the virtual journey included a dramatic flight through space and a swift drive across a bustling metropolis behind the wheel of the new Audi Q7. As a culmination of the show you see an actual Audi Q7, unexpectedly appearing in front of the viewers eyes after they take the VR glasses off!

Each session ended with a round of applause, and all signs of initial confusion disappeared by the end of the show.

The Smart-format of the presentation made it possible for the show to be run in 3 cities of Russia, for 2 000 viewers

Reach: The #imagineQ7 show has become a sensation in the event marketing world. After the successful presentation in Moscow, Audi Russia has made a decision to hold the event in a few more Russian cities, and the Audi global office has recommended the concept of the show to the dealerships all around the world.

Engagement: The guests of the presentation have experienced some completely new sensations. Together with Audi Q7 many of them used the VR technology for the first time. None of the guest remained indifferent - the effect has surpassed all expectations, people were signing up for the repeat sessions in order to see the show and experience these emotions once more.

Impact: 2 000 viewers, which created more than 120 press articles, and more than 4,5 mln media impressions