The Campaign

R8 NEURORACER: Harness the all-new Audi R8 with your mind The first-in-market wow experience with Neuro-Detection technology. We wanted to challenge Hong Kongers if they are “focused” enough to harness the Audi R8. The first time ever, Audi decided to take the launch of R8 to the HK public at a high-traffic shopping mall. By putting on a Neuro-Detection Headset, users are to go through a virtual car racing experience – with nothing but their absolute mind focus. The game transmits brain signal into acceleration, enable participants to race with the all-new Audi R8 or R8 LMS.

Creative Execution

Using neuro-detection technology, we created an application that converts brainwave activity into measurable levels of concentration. Once the neuro-headset was placed on a participant’s head, the application would translate brainwaves into speed, thus accelerating the car. The challenge was simple – the more focused you were, the faster the car would go. Racers were taken through a virtual racetrack that spiraled through some of Hong Kong’s most iconic districts. Using a built-in webcam, we captured facial expressions in real-time and generated a short video recap that was used as shareable content.

Over a 4-day period, more than 1,500 participants harnessed the all-new Audi R8 with their minds. Formula Three Euroseries champion Edoardo Mortara and Hong Kong racecar driver Marchy Lee were also put to the ultimate concentration test. Our campaign generated a staggering 4.3 million impressions on social media between March 14th – April 7th, with over 9,000 PTAT (People Talking About This).

The people of Hong Kong crave thrill and adventure – but are often restricted by boundaries such as money, time and space. We created a digital experience that allows the people of Hong Kong to feel the thrill of driving the all-new Audi R8 on the racetrack.