We have aimed to connect with our drivers from a human and experiential perspective. And we have done so by offering a new way to discover destinations that is not based on geographical or cultural criteria, but on the emotions that motivate us when traveling.

Map of Emotions is a database of several million reviews filtered according to 12 different emotions, which, organized geographically, form a map with 500 destinations spread throughout the country.

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.

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.

In this way, for the first time, we created a tourist guide that does not focus on the cultural, gastronomic, or scenic relevance of its destinations, but rather on the emotions that drive us to visit those places. And, to do so, we relied on the opinions of thousands of travellers.

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.

The result is a database of several million reviews categorized into 12 different emotions. Through an intuitive interface, destinations can be filtered according to a desired 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.