Deliver an innovative interactive experience on a paper medium
The Audi TT is the first model to feature the revolutionary Virtual Cockpit.
Our task: inspire customers with this futuristic feature.
The challenge: do it with the sales brochure.
The challenge: do it with the sales brochure.
The Audi TT Brochure Hack — an augmented touch-based journey through the Virtual Cockpit. A conventional brochure becomes an interactive surface using conductive print, letting you explore the Virtual Cockpit using the brochure and your phone.
Background
The third generation of the Audi TT was the first model to feature a digital display called “Virtual Cockpit.” Audi wanted to appeal to customers’ progressive nature and inspire them with this feature. However, providing a premium, innovative experience would be a challenge using the conventional sales brochure, which is the most effective channel for the prospects: the TT owners.
Electro-conducive ink and BLE controller
Using conductive ink, we turned the page into a smart surface. Customers could place their phones directly on the brochure to transform their screens into a Virtual Cockpit.
Touching the hot spots on the page lets them navigate every aspect of the display. An embedded Bluetooth chip delivered a seamless experience between the brochure and the phone. Customers could also configure the car and request a test drive.
