Visitors to the “Le Mans experience” theme lounge became the Audi team drivers in the famed 24-hour race. Each person’s photo and name were integrated into a fast-paced film showing the event from the start preparations and race to the finish line. This interactive trade show installation effectively integrated the visitors into the brand presentation.

The “Le Mans experience” participants allowed themselves to be photographed and provided their names, allowing them to star in their own Le Mans film shown on the big screen. They were shown in the cockpit and saw their names everywhere - on the vehicle, in the pit stop and on their racing ID. Participants could then distribute the generated films online. The original winning car from 2012, the Audi R18 e-tron quattro, was also on display to enhance the racing atmosphere. Graphics also provided visitors with more information about the 24-hour race at Le Mans and Audi’s successful drivers.

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