Audi’s VR sandbox simulator harkens back to the joys of childhood, letting drivers shape their own racetrack, complete with jumps and hairpin turns - and then drive it. The sandbox experience went on tour throughout Norway, challenging users to test what an Audi is capable of while awakening their inner child. But the excitement was not limited to the track alone: the VR technology allowed drivers to explore inside the vehicle as well, making the experience totally authentic.
We created an in-store installation that lets people test-drive the new Audi Q5 in VR on a self-made track made out of sand. We invited people to enter a purpose-built sandbox to create their own driving environment by moving sand to form lanes, jumps and mud pools. The physical sandbox is turned into a virtual playground using a depth-sensing camera that renders peoples’ creation into a 3D environment. People could then step an Audi Q5 driving simulator with an Oculus Rift headset to drive around their own sandbox in a real-time VR experience. The driving experience is designed to simulate a real-life drive, complete with feedback from the Audi Q5 steering wheel and the actual car (engine) sounds. The key drivers for the campaign are a one-minute TVC and two-minute making-of video in which the concept and technology are introduced to drive people to Audi dealers and share the experience.
Problem
Audi wanted its new campaign to reflect their commitment to technology. For the introduction of the Audi Q5, the brief was to give Audi dealers something truly cool and innovative that would spark people’s excitement for Audi in a way that would reach far beyond the dealership through social and PR.