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.

It is a work of art authored by everyone. It reflects what we like, what inspires us, what impassions us about each place.

This tool is hosted for free within the app that is part of Audi Spain's loyalty program: myAudi&Me.

In 2023, Spain became the world's top tourist destination, surpassing France for the first time in its history. It is a unique country that offers a multitude of destinations not only for sun and beach, but also for its cultural and natural diversity. In fact, it ranks third in the world for the number of sites classified as UNESCO World Heritage, and it has the most biosphere reserves in the world.

This heritage is not only visited by millions of tourists each year, but also contributes to 7 out of 10 Spaniards choosing their own country when it comes to traveling.

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 for our drivers.

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 have curated a selection of 500 destinations spanning the entire country, tailored to our target audience's interests.

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.

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.