Audi Australia showcases the all-new Audi R8 with new interactive experience via Holler

16-9_desktop (1).jpgDigital agency, Holler Australia, has created an engaging and interactive experience for the Audi R8 that invites users to discover the power and beauty of the all-new high performance sportscar.

The top speed of the all-new Audi R8 V10 plus is 330km/h--so fast that if you blink, you'll miss it. Using blinks as a personal unit of velocity, the digital experience allows the user to intuitively understand just how fast the all-new Audi R8 can sprint 1,000 metres along an airstrip.

VIEW THE CONCEPT
The science combines two variables: vehicle speed and blink duration. Race telemetry calculates the precise speed of the vehicle at any given time, while a computer webcam tracks the duration of each blink as it occurs. The result is a unique calculation provided to every user, including their individual number of blinks and how many metres they've missed during the race.

When the race is over, the user can discover highlights of this supercar at a different pace including the 449 kW 5.2-litre FSI V10 engine, LED headlights and the fixed carbon spoiler.

Says Kevin Goult, general manager of marketing, Audi Australia: "Innovation is at the heart of the Audi brand, and we're always looking for new ways to market our vehicles and grow our business in Australia. With the Audi R8 Blink experience, we've done just that--and created a whole new way to look at performance."

Client - Audi Australia
General Manager of Marketing - Kevin Goult
Marketing Manager - Kit Bashford
Senior Executive Digital & Innovation - Josh Boyden
Senior Brand Marketing Executive - Karlien Mcleod
Digital Agency - Holler
Creative Director - Cyril Louis
Art Director - Long Truong
Copywriter - Jonathon Shannon
Designer - Drew Kilpatrick
Lead Creative Technologist - Andre Venancio
Technical Lead - Mike Hazell
Senior Front End Developer - Kiyo Nishimura
Back End Developer - Sesh Varigonda
UX Architect - Matteo Grand
Executive Producer - Michael Griffiths
Producer - Mike Montgomery
Senior Account Director - Trent Ellis
Senior Account Manager - Charlie Wileman
Production Company - Chimney
Director - Johan Polhem
DOP - Tim Tregoning
Producer - Rosie Parker

5 Comments

Mason said:

Nicely done and good use of technology.

huh? said:

Wanted to love it, didn't..

Doesn't really make any sense.. Nice shooting of a fast and beautifully loud car with some random connection.

W said:

Worked for me. Different approach and nice video. It's all about the car.

Huh? said:

Awesome experience and it definitely sells the car. Great insight, execution and overall a nicely packaged experience.

Vw said:

At the price tag of 300k this ad fails to attract prospective clients like myself into actually buying a car like this.

If I blink fast enough to I will Probably miss this ad and buy a competitor. On the mobile the experience is dreadful, meaningless and falls very short of what I feel Audi brand should represent.

Tesla good a great job in selling in a vision and story about their cars

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