Ever tried to read a car’s manual? It’s probably a forbidding volume of around 100 pages. Only 1 in 4 Audi drivers even try.
Ogilvy has made understanding how an Audi works very much easier and aligned with digital use. With Audi reader, just point your mobile camera at any part of your Audi and it instantly tell you what it is, what it’s for and how it works. The new, very helpful feature is integrated into the myAudi&Me app turning the vehicle into its own digital manual, using Computer Vision technology.
This tool underlines Audi’s commitment to innovation. In 2024, Audi allocated 4.6 billion euros to R&D activities but 68% of its drivers are unaware of many of their Audi’s functions.
“Our goal with Audi Reader was to simplify the driver’s interaction with their vehicle. We applied artificial vision to transform the complexity of the manual into an intuitive and instantly accessible experience,” stated Lorenzo Spadoni, innovation & technology partner at Ogilvy in Barcelona.
Audi Reader has been developed with object recognition technology, in collaboration with Roboflow, a startup specialising in artificial vision. The system was trained with more than 10,000 images captured from the 27 current Audi models, labelling each component and linking it to information in the owner’s manual. Audi Reader also goes beyond simple explanations. Through the app, users can also chat with their aftersales advisor, request an appointment at the garage or even ask for roadside assistance, reinforcing the connection between customer and brand and service.
“Innovation not only applies to technology, but also to how we connect with our customers,” noted Emma Castells, Audi CRM & BI manager. The new service aims to put Audi ahead of its competition showing that sometimes innovation is about making technology simpler and more accessible to its users.
Credits:
Creative Agency: Ogilvy
Global Chief Creative Officer: Liz Taylor
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Noelia Fernández, Tomas O’Gorman
Creative Director: Fran Arguijo
Art Directors: Nico Farina, Nuria Pujol
Copywriters: Willy Gutiérrez, Lander Ugalde
Account Director: Andrea Palacios
Account Executives: Sara Farrés, Adriana Tomás
Innovation & Technology Partner: Lorenzo Spadoni
Tech Lead: Ismael Luque
Web Developer: JL Pérez
UX/UI Designer: Gabriel Pangua
Communications: Christian Martínez, Laura Cuenca
Client: Audi
CRM & BI Manager Audi: Emma Castells
Audi Loyalty Service Specialist: Carla Perera
