Creative Execution

The video released on Smartphone Application. Through a cardboard box, users can take a test-driving with famous driver in showroom and watch his Showcase presentation to show Audi A1’s strength and four concept of attraction (style, sporty, professional, entertainment). They can immerse themselves in the sights and sounds of real-life. Anybody could apply for the A1 cardboard for free on micro-site and mobile site, and in order to encourage participation, advertised on portals, SNS and mobile medium. For people who couldn’t get a cardboard, we even made available to get a virtual experience on a smart device features gyro sensor or PC website.

Since the opening in June 11th, the visitors of showcase page has reached 350,000 and number of downloaded application was around 200,000 and about 50,000 users applied for a cardboard for a month. New way and such as simple experience type of campaign has made more consumers know about Audi A1 than the previous campaigns and as a first trial of virtual reality showcase in Korea, the campaign aroused the attention of the whole automotive industry.

For Audi's first compact car's Korea launching, we designed a campaign with a concept of “The world's smallest showroom” that delivers a rich driving experience with google Cardboard to introduce. In order to spread the philosophy of Audi, “Progressive through technology” and A1’s young spirit, the two experiential videos on the Google Cardboard, urban driving and Showcase, were filmed by a 360-degree VR camera technique. Team Audi Korea driver You K.O casted for this project.