| Title | AUDI MR EXPERIENCE |
| Brand | AUDI KOREA |
| Product / Service | AUDI KOREA |
| Category | A02. Applied Innovation |
| Entrant | AUDI KOREA Seoul, SOUTH KOREA |
| Idea Creation | DIGITALDIGM Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Seung Joon Chang | digitalDigm | Chief Creative Officer |
| Sung Joon Park | digitalDigm | Account Director |
| Heui Jin Han | digitalDigm | Creative Director |
| Junseok Oh | digitalDigm | Copywriter |
| Jun Youg Nam | digitalDigm | Agency Producer |
| Inhwan Rex Jung | digitalDigm | Agency Producer |
| Eun Joo Shin | digitalDigm | Account Supervisor |
| Young Hoon Jeong | digitalDigm | Account Supervisor |
| Jae young Yoon | digitalDigm | Account Manager |
15th Nov. 2017 -Interactive Program plan 17th Nov. 2017 - Exterior Design and modeling 19th Nov. 2017 - Server program design 20th Nov. 2017 - Interactive program production/Client program production/Background contents design 28th Nov. 2017 - Animation/Hardware Test 1st Dec. 2017 - Rendering Operation 5st Dec. 2017 - FX 8th Dec. 2017 - 2D & 3D Animation/Game engine Level Design 20th Dec. 2017 - Output test/Editing 03rdJan. 2018 - Booth Installation 04th Jan. 2018 - Program Installation 05th Jan. 2018 - MR Test 13th Jan. 2018 - Open a MR experience
2018 Audi’s brand campaign under the slogan of “Progress never stops” was started from the idea to let people experience Audi's Progress in an interactive way. And we focused on new “technology” that convey our effort and passion toward progress. We were searching for progressive technology that let experience directly and indirectly. After we decided to make a contents to show the progressive technology as our brand, we have used MR (Mixed Reality) which has become an issue in the media recently.
To provide a lively experience we used the MR experience (Mixed Reality) technology. Participants could experience 3 different MR places of city, ski jump and universe and through those places we could show Audi’s 4 different advanced technologies effectively which are Piloted driving, Matrix LED headlights, virtual cockpit and lunar quattro.
During the 9 days of event, 2,033 visitors came to experience MR on Audi booth. Making Film of MR experience posted on Audi Korea's YouTube channel and Facebook's official channel and it recorded more than 3.3 million views and over three thousand likes, also the content shared by people itself. The Audi limited edition emoticons for campaign participant as rewards were exhausted and received a hot response. MR Experience was branding experience which could spread message of ‘Progress never stops’ effectively and communicate with many fans of brand.
We tried to give customers the experience of Audi's unique technology such as Piloted driving, virtual cockpit and lunar quattro in an innovative way. So, we used “Mixed Reality” that recently introduced in digital world as ‘new-trendy tech’. Thanks to MR technology we were able to give special experience that customer feel as real. And also, we were able to promote the brand’s core value, “Progress never stops”.