Cannes Lions

Audi Experience Pass

MUTABOR DESIGN, Hamburg / AUDI / 2017

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Overview

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Credits

Overview

Description

How does a company like Audi approach topics like digitization and connectivity at exhibitions? With interactivity, media architecture and modularity. With a booth that every visitor can bring to life with their individual “Audi Experience Pass”. The pass can be downloaded on the smartphone. It accompanies the visitor intelligently throughout the booth and call attention to interactive formats and exclusive content. An individual QR code enables the visitor to interact with Audi.

The „Cloud“ forms the media architectonic frame of the grid: a ceiling construction made of about 7.000 LED tiles. By playing them medially, the „Cloud“ awakens. Data streams visualize the connectivity of the vehicles and focus on highlight-topics and models.

Flexibility also is a key benefit of the construction – as the particles of the „Cloud“ are modular. That means, the booth can be built in every height and form on every exhibition and by that perfectly match the room.

Execution

We wanted to literally make digitization visible and build a digital, interactive booth, so that the visitor could not only see but really dive into the new, digitally connected Audi-world.

Therefore we created a triad made of interactivity, media architecture and modularity. With a booth that every visitor can bring to life with their individual „Audi Experience Pass”.

The media architectonic frame of the booth is formed by the „Cloud”: a ceiling construction made of about 7.000 LED tiles. By playing them medially and three-dimensionally, the „Cloud“ awakens. Data streams visualize the connectivity of the vehicles and focus on highlight-topics and models. They can be individually customized.

Flexibility is also achieved by the modularity of the concept: All 7.000 tiles can be constructed together and individually tailored to generate the most spectacular impression – no matter the room.

Outcome

With the Experience Pass Audi is the first Automobile Brand, which claims this technology for spatial communication and brand experiences. The interactive and media architecture, as well as the digital Audi Experience Pass, strengthens the brand strategy and claims “Vorsprung durch Technik”. Further the consumer doesn’t need to access the app store to get a digital Audi Experience. The Pass format for the smartphone becomes more and more relevant in everyday live. Since it started to become popular through the value as an Airline Boarding pass it is today growing as a future technology. With an interactive and especially digital booth Audi generates information about visitors and their interests, which wasn’t possible in the past.

On its first mission on the Paris Auto Show 2016 - the world’s biggest international motor show - the Cloud and the „Experience Pass“ excited the visitors: more than 1 Million visitors and 10.000 journalists from

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