Audi Use Ar To Maximise Consumer Experience

Audi are ramping up their creativity and are looking to develop the technology to make all of its vehicles and branded items triggers of augmented reality (AR).

The elite car manufacturer has already developed its own AR platform, but wants to broaden the triggers so that people have more access to the brand, whenever and wherever. It is currently only triggered by Audi’s brochures, but the ultimate aim is a realistic one.

Hugh Fletcher, Audi National Digital Manager, hit the nail on the head when he said; “The interesting thing about the automotive marketing world is that we market a dynamic product but it’s often presented in a stationary formulaic format. If you think about brochures, we’re showing really exciting cars in quite a non-dynamic format and some really fantastic technology but we’re explaining it in static copy.”

Although AR is not the newest concept, it is becoming increasingly more mainstream and consumers are beginning to harness the technology; so it really does need to stand out from the rest. For Audi, broadening the AR triggers means that it will put the brand ahead of its competitors; whenever the consumer sees an Audi product or design, they will be able to access it via a variety of avenues.

This is certainly something that other brands should at least consider as you can’t always rely on something static when you’re marketing something that has the ‘wow-factor’; you’re not portraying it in the most effective way. If you’ve got a great product that you want to promote, you need to do something exciting to make it stand out from the crowd. This isn’t to say that you should cancel all PR plans!! We are simply saying that sometimes you need to give just that bit extra and add that interactivity to your brand. People are more like to remember something if they experience it, not just see it.