Audi. Q5 MobileCam

Develop a communication idea to launch the new Audi Q5. Use the mobile channel to surprise users with new features and offer them an Out-of-Home brand experience.

Innovative.
The Audi Q5 MobileCam is a Java application for mobile devices that links the virtual world and the real world. The application allows users to place the new Audi Q5 in a place of their choosing via the camera in their mobile phone. The user can save this moment and send the photo on to his friends.

Enigmatic.
The user receives a MMS, looks at his phone and opens his eyes wide in surprise. Why? Because it’s a picture of an Audi model which is not even on the market yet and it is in his friend’s garage

Clever.
The MMS also has a link that leads to the Audi website. Once there, the user can find out more details about the Audi Q5 – and experience it in action long before its launch. The car “collage“ can also be saved as a wallpaper on the user’s mobile device. Size, perspective and position can be edited so that it suits the background of the users choosing.  And it looks like a real snapshot!.

The Audi Q5 MobileCam links the real and virtual worlds: the user gets a mobile tool that allows him to place the car in his own environment, creating beautiful, surprising photos. The Audi Q5 might be seen driving over water or jumping over a TV tower. The user’s fantasies can run wild and the Audi claim is brought to life. Sending the picture to friends causes a wow effect and recipients become eager to check out the new Audi Q5.