Audi releases quattro coaster, the world’s first AR experience to interact with a TV commercial.
Audi Norway has released the Audi quattro coaster AR app, making it possible for anyone to have an Audi quattro model in their driveway at any time. The app provides an interactive experience triggered by its latest television commercial. In a move to show that Audi’s technological edge is not just in its cars but in the brand’s DNA, it’s the first time a campaign has seen a moving image activate an AR experience.
On watching the TV commercial, viewers’ chosen device recognize the film, at which point the car bursts out of the TV and into the user’s environment. Users can then explore the four Audi quattro models scaled between miniature or actual size, by freely moving their device without having to keep the marker in view. And finally, in life imitating screen, the AR experience allows people to create and test-drive a personalized test-track imitating all four seasons in their own living room or anywhere else they choose.
Creative Director:Thorbjorn Ruud, Petter Bryde
Art Director:Thorbjorn Ruud
Digital Designer:Ole Jakob Skattum Bøe
Client Managers:Kjetil Botten Skogly, Emma Karlsson
Additional Credits:Anna Adamson, Johan Anstérus, Bo Gustafsson, Thomas Söderlund