Audi. Quattro

The introduction of Audi technologies „quattro“ and „quattro with sport differential“ in an integrated campaign. A viral video is to be produced and a microsite conceived, designed and technically implemented in seven languages.

In order to communicate the Audi technologies, Neue Digitale / Razorfish developed a medium-encompassing vision which features across all communication channels. The campaign message: the quattro driving experience is as dynamic as skiing with carving skis. The main feature of the Quattro microsite is therefore a webcam driven driving experience. The user slips into the role of a skier and skis through San Francisco. Using his webcam he steers by shifting his body in real time through the tight curves of the hilly city. A viral video, which is not branded as being from Audi, draws attention to the web special.

Thanks to quattro technology the user experiences more driving fun and safety – both offline and online. The campaign addresses the user in an integrated way and communicates the message both playfully and authentically. The viral video arouses curiosity. The microsite makes the quattro technology a true experience thanks to real interaction.