The Audi Test Drive Cube provides direct interaction with an exclusive clientele and generates test drives and sales for the new Audi A8. The Cube creates a completely new service for customers and reinvents the usual method of arranging test drives. It is a progressive idea that demonstrates Vorsprung durch Technik (Advancement through Technology) by way of a completely new communication innovation based on existing technology.

To attain a high activation level, we gave the Cube the typical, pure Audi design with an original start-stop button on the top and a red LED front display with a 16 x 16 LED matrix. The integrated GPS and GSM module (SiRF III and SIM900 with real-time clock) was not visible but is logical highly remarkable for the process.

Activating the Cube starts the countdown on the LED front display, at the same time sending the geographic coordinates to a central server supervised by both Audi and the agency. The nearby Audi dealership receives the coordinates and countdown activation time automatically via text message. It then figures out the address of the activated Cube by entering the coordinates into Google Maps and delivers the new Audi A8 right to the customer – precisely at the end of the countdown.

Bringing the car to the customer within 90 minutes takes a lot of logistical effort. In the extremely rare case of the driver not being able to keep to the timing, he sends a text message to the activated Cube. Then the telephone icon appears on the Cube’s display and the customer calls the Audi project team for an information update.

The Cube will be used for this special premiere in more European and Asian countries where the new Audi A8 is soon to be launched.

The campaign strengthens customer loyalty to Audi and its dealers. The brand’s image was clearly communicated to the exclusive Audi A8 target group. At the same time, the Cube spreads “Vorsprung durch Technik” across the Web via recipients’ tweets and Facebook posts as well as videos of the idea shared by Audi.

The Cube reinvents how test drives for a special clientele are arranged. This service can have a lasting effect on activation and communication in the luxury saloon market.

The following facts are quantifiable: In the first six weeks, we achieved a 100% response rate. That means every single Cube delivered generated a test drive. Almost every fifth customer who activated the Cube bought a new Audi A8, marking a conversion rate of 19%. Most of these customers directly bought the very same Audi A8 they test drove.