Audi quattro® coaster AR

Objective

Audi aimed to demonstrate that quattro technology—its all-wheel drive system—transcended the automobile itself and represented core innovation in the brand's DNA. The Norwegian importer sought to leverage Audi's technological leadership by creating the first campaign to use a moving television image as an AR trigger, showcasing the brand's cutting-edge capabilities to consumers.

Solution

The Quattro Coaster app activates when viewers watch Audi's TV commercial, using motion picture imagery (rather than static markers) to trigger augmented reality. The experience brings four Audi models—Q2, Q5, Q7, and A7 quattro—out of the screen into users' physical spaces. Users can freely scale vehicles from miniature to full-size proportions, create custom race tracks in their living rooms or driveways, and simulate test drives that replicate all four seasons. The app required no fixed marker to maintain—movement detection was responsive and continuous.

Results

Not published.