Explore and test drive an Audi while you’re commuting to work. Relaxing at home. Sitting in a coffee shop. Audi Norway is presenting an AR experience that interacts with an Audi Norway commercial.
The Audi quattro coaster AR app allows a viewer’s device to recognise the ad, at which point the car bursts out of the TV and into the viewer’s environment. Users can then explore the four Audi quattro models, inside and out, scaled between miniature or actual size, by freely moving their device without having to keep the marker in view. Finally, the AR experience allows people to create and test-drive a personalised test-track imitating all four seasons in their own living room or anywhere else they choose.
The app was created by the Norwegian Audi importer in partnership with Norwegian creative agency, POL Oslo, (POL was also behind Audi’s Cannes Lions-winning Enter Sandbox VR experience last year.) DVA Studio provided the technology, expertise, app development and film production that turned the idea into an experience.
Tommy Bækkevold Jensen, marketing manager, Audi Norway, commented,“In the spirit of its Vorsprung durch Technik trademark, Audi has again played with the realities to let people explore the latest car models on offer without going to a showroom. quattro coaster AR app shows of the quattro’s latest advancements, with the added ‘big kids’ entertainment factor of then scaling the car down to toy size and racing it.”
Kjetil Botten Skogly, account director, POL Oslo, added “For the second year running, we’re happy to be partnering with Audi to challenge what AR and VR can mean for car and technology lovers around the world. This is also the first time we’re seeing technology let marketers make a truly seamless transition from one medium to another, and extend the TVC experience in time and space to ultimately hijack the advertising spots coming after. As technology only advances, we’re curious to see what this could mean for the convergence of platforms in future.”
“To achieve a seamless transition from the TV ad to augmented reality, we use computer vision to detect the quattro coaster TV ad. Then, we sync and position the augmented content on the screen. What’s interesting is that the car remains in the room even after the ad has ended. Apples ARKit gives us the freedom to tell new types of stories, which can effortlessly span over several mediums,” added Anna Adamson, executive producer at DVA Studio.
The campaign’s call to action is running on Norwegian television currently, but is expected to be extended globally. The app is available worldwide for iPhone, excluding the US.
Have a go by downloading the app here.
Credits:
Advertising agency: POL
Account director: Kjetil Botten Skogly
Account manager: Emma Karlsson
Copywriter: Petter Bryde
Art director: Thorbjørn Ruud
Graphic designer: Ole Jakob Bøe Skattum
Production company: DVA Studio
Executive producer: Anna Adamson
Producer: Johan Ansterus
Creative director: Bo Gustafsson
Technical director: Thomas Söderlund
Brand/Client: Audi
Marketing manager: Tommy Bækkevold Jensen
PR manager: Øyvind Rognlien Skovli
Digital content manager: Dan Ruben Johansen
