Audi: Augmented Reality Calendar

Posted by on 02 Jul 2011 | Category: Industry Trends

Source – http://printmediacentr.com/2011/07/audi-augmented-reality-calendar/ 

Brief Explanation:

A car calendar without cars! The calendar showed only high-quality landscape photos. In order to experience the cars, the user had to download an iPhone app. Using augmented reality, one could then bring out the cars onto the landscapes, with sounds, animations and all!

Describe the brief from the client:

The brief was to develop a calendar for Audi clients. The calendar should differ greatly from other car calendars and position Audi as innovative and modern.

Description of how you arrived at the final design:

When Audi introduces a car calendar, that calendar has to be just as innovative as the brand itself. Audi should not merely say “Vorsprung durch Technik” (Leading through technology) but prove it as well.

audi_augmented_reality_calendar_ibelieveinadv-412x290

Brief Explanation:

A car calendar without cars! The calendar showed only high-quality landscape photos. In order to experience the cars, the user had to download an iPhone app. Using augmented reality, one could then bring out the cars onto the landscapes, with sounds, animations and all!

Describe the brief from the client:

The brief was to develop a calendar for Audi clients. The calendar should differ greatly from other car calendars and position Audi as innovative and modern.

Description of how you arrived at the final design:

When Audi introduces a car calendar, that calendar has to be just as innovative as the brand itself. Audi should not merely say “Vorsprung durch Technik” (Leading through technology) but prove it as well.

Indication of how successful the outcome was in the market:

25,000 calendars were sent out. So far, the app has been downloaded 23,448 times. This means that most of the people who received a copy of the calendar have downloaded the app to experience “Vorsprung durch Technik” in a new dimension. Audi received numerous response mails from enthusiastic clients. Just one person obviously didn´t get it. He wrote an e-mail saying thank you for the lovely landscapes.

Advertising Agency: Neue Digitale/Razorfish , Germany

Managing Director: Sven Kuester, Sascha Martini

Creative Director: René Lamberti, Fabian Roser

Art Director: Kathrin Laser

Copywriter: Stephan Deisenhofer

Concept: Steffen Staeuber

Copywriter: Alexander Ardelean

Designer: Bartosz Elsner

Designer: Florian Uihlein

Interactive Designer: Jens Lembke, Julien Pietri

Programmer: Dennis Hantke, Dirk Tech

Technical Manager: Mathis Moder

Technical Director: Paul Schmidt

Account Manager: Kristina Klein, Dorte Luecker

Animator: David Loehr

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