Audi e-tron Experience
Audi
Issue 58 | March 2021
Agency
Romance
Creative Team
Executive Creative Director: Alexandre Hervé? Creative Director: Caroline Guittonneau? Conception: Caroline Guittonneau, Thomas Champin? Artistic Director: Thomas Champin? Copywriter: Tristan Dubost?
Production Team
Video Production (3D): Area of Work Sound Production: The
Other Credits
Audi France Marketing Director: Nathalie Hoffet? Communication and Marketing Head: Charles Hervet Communication and Media Manager: Meriem Lahssen Digital Marketing Manager: Ajai Navaneethan Communication Executive: Claire Lelandais CEO: Christophe Lichtenstein? Associate Director: Sébastien de Milleville? Account Director: Sarah Holgado? Strategic Planner: Benoit Clavé? Project Executives: Marion Caruso, Marvin Gros, Philippine Ferrier Media: Remind-PHD
Date
December 2020
Background
To amplify the launch of the 100% electric Audi e-tron Sportback, Romance agency has developed the Audi e-tron experience: a virtual test drive that allows you to experience all the sensations you get from driving the new model in an ultra-immersive way.
Idea
Door opening, trunk closing, indicators, flashing lights, leather feel, seat belt... More than a hundred objects have been recorded in high-fidelity binaural sound to turn the discovery of the model into an unique ASMR (Autonomous Sensory Meridian Response) experience. Romance and Audi decided to work with the 3D design studio Area of Work (L. Vuitton, Nike, Chanel) to visually illustrate all the details that make the Audi e-tron Sportback so unique and most of all the brand’s new electric flagship. The result: 60 seconds of complete immersion that feels like actually driving the new Audi model and an invitation to come and try out the model in an Audi dealership. In order to bring the experience to a next level, a dedicated device has been designed in partnership with Spotify. Directly on the app or with a vocal assistant with the «Audi electric» command, users have access to a dedicated album that allows them to discover the model in different environments (in the mountains, in the city, in the rain, etc.). The campaign has been launched on December 2nd and relayed on social networks as well as on digital audio and video platforms. The current situation we are going through has led us to rethink the test drive of a vehicle in a 100% digital format. It seemed essential to us to transcribe the driving experience of the latest Audi electric model through an immersive, 100% digital sensory journey.» Caroline Guittonneau, Creative Director, Romance «Our communication initiatives always aim to be innovative in order to constantly arouse the interest of our targets. This is why the combination of very high-definition video combined with ASMR sound seemed to be a very good device to leverage in media.» Meriem Lahssen, Communication and Media Manager, Audi France «We take so much effort to build a pleasan sound environment for our electric vehicles that it felt essential to us to talk about it in an innovative way. This complete journey allows us to invite the user from his/her computer, mobile phone or voice assistant to the dealership in a smart way.» Ajai Navaneethan, Digital Marketing Manager, Audi France