A whole new kind of test drive, at a very different scale.

CLIENT: Audi Canada
AGENCY: Zulu Alpha Kilo
YEAR: 2012
ROLE: Concept, Copywriter, Creative Director

In automotive, driving is believing. But over the decades, little innovation had been applied to the traditional test-drive. So to promote the new Audi A4 we set out to let consumers put the road hugging capabilities of the 2013 model to the test in a new and unexpected way, all while highlighting Audi innovation and precision craftsmanship.

To do so, we had to connect in a meaningful way with a demographic who are thoughtful, logical and rigorous when they shop – and especially so in this category. Their strong sense of self and value on unique, thoughtful, personalized solutions, line up perfectly with the brand, but require communications to work much harder to impress.

Our solution was the Audi quattro Experience, a one-of-a-kind interactive installation, putting drivers directly behind the wheel of custom fabricated 1:32 scale all wheel drive slot cars.

Using the world’s first iPad enabled slot car controller, participants took their A4 for a wild ride around a 140 sq. ft., handcrafted all-season test track full of hairpin turns, long straightaways and icy mountain passes – terrain that would get the better of lesser vehicles.

The custom app allowed drivers to control acceleration, and to augment the gaming nature of the experience, a live in-car video feed was streamed directly from each slot car to the individual iPad. 

At the conclusion of each test-drive/race, participants could also sign in and share their video through Facebook or Twitter. Closed circuit video screens in the square alternated between live racing footage and promotional loops touting the campaign microsite.

The installation was stationed in the central plaza of the main financial district in downtown Toronto, Canada’s largest city. This location was chosen for its proximity to the headquarters of the country’s 5 major banks and most of the major investment and legal firms in the city. 

Online, the audience could watch live video, learn more about the technology and craftsmanship involved in the installation and get details on the new A4.

To make all of the various track sensors (camera and timing), vehicle controllers, live video feeds and social sharing options work seamlessly, several custom software and hardware solutions were built and integrated from scratch. The final installation ran off 3 separate servers housed underneath the track, all feeding in through a central web based admin panel.

Beyond the hand carved foam, moulded plastic, servers and iPads of the physical installation, there was a human story that perfectly matched what Audi had been building through its vehicles and communications for decades – and a perfect opportunity to engage our consumer through branded content.

Knowing how this audience values unique, personalized solutions, a typical “behind the scenes of our advertising” piece wouldn’t suffice. Instead, we focused on the people behind the project and the passion they shared for it, letting the brand shine through.

The resulting film “Painting Coconuts”, captures the build through the eyes of track maker David Beattie of Slot Mods and offers a unique look into his personal story, passion for the art of custom track design and the sport of slot car racing.

Along the way, it delves into his process and the challenges he and his team faced to execute a project with so many innovative features. Throughout the film, there is Audi in the background allowing the craftsmen to do what they do best.

For the 2-week event, we generated over 800,000 experience impressions and 3,932 drivers ‘got behind the wheel’, a 4,525% increase over the avergage number of test-drives a top dealer might expect in the same period.

Coverage appeared on Fast Company, Mashable, Techcrunch, Engadget, Devour, PSFK, and Road & Track among others.

Over the campaign period, documentary views totalled nearly 185,000, generating 2,775,000 minutes of time spent with the brand. Estimated earned media impressions total 4,671,156.

In the 4 weeks following launch, the campaign contributed to a 209% increase in Facebook fans and most importantly, a 30% increase in sales for Sept-Dec 2012 vs. 2011.

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