Audi TT Brochure Hack

Audi TT Brochure Hack

An augmented journey through the virtual cockpit

by Audi

See the full experience

The Story

Audi's sleek, new TT model features a "virtual cockpit," a digital dashboard designed to enhance the driver's experience. To help inspire prospective buyers and get them one step closer to sitting in the driver's seat, Audi hacked the conventional sales brochure, an important touchpoint in the customer journey. Thanks to augmented reality, potential buyers could launch the app, place their smartphone on the brochure, and touch hotspots on the page to navigate the display. Users could also configure the car and request a test drive.

  • Audi TT Brochure Hack
  • Audi TT Brochure Hack

Using conductive print, Audi turned the conventional sales brochure into a smart surface, enabling haptic feedback. An embedded Bluetooth chip delivered a seamless experience between the page and the user's phone, transforming every touch on the page into a rich product demonstration.

The Technology

Technologies
Mobile
  • Mobile Rich Media

The Results

Launch date: April 1, 2015

The Audi TT Brochure Hack closed the gap between virtual and physical worlds in a way that delivered real value and transformed how Audi can engage with customers through experiential direct marketing.

1st

Augmented augmented reality brochure

15

Cockpit modes to explore

75

Configurable options

The Team

Razorfish Germany
  • Preethi Mariappan, Executive Creative Director
  • Chris May, Group Creative Director
  • Yasushi Zonno, Associate Creative Director
Novalia
  • Dr Kate Stone, Founder
  • Madeleine Kelleyan, Project Manager
  • Fred LeMoal, Technical Engineer

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