Audi. Augmented Reality Calendar 2010

The development of a calendar for Audi premium customers. A calendar that distinguishes itself from the multitude of automotive calendars and positions Audi as a progressive and innovative brand.

Consequence
The supposedly risky solution: The first automotive calendar in the world – with no cars. Twelve motives with highly-styled landscape shots. Pure, architectural, pristine.

High-Tech
The calendar motives have life breathed into them with the help of an iPhone application. If you hold the device in front of the calendar then a vehicle appears – thanks to augmented reality technology. Including animation and sound. Perfect confirmation of the Audi philosophy “Vorsprung durch Technik” (advancement through technology). Calendar owners experience an exclusive world premier of the new A1 - right on time for the unveiling of the new model on 10th February 2010 the Audi A1 appears on the February page of the calendar. A virtual world premier.

Hype
On the 20.07.2010 the project was showcased on adsoftheworld.com – with 10 million monthly visitors. One single entry made the augmented reality calendar the most discussed topic in the Social Web. This in turn meant it appeared in top international blogs within a week. Over 23,000 YouTube views of the demo video confirm the excitement surrounding the augmented reality calendar. Finally, the calendar also earned notice from classic media, being named “creation of the day” in the w&v among others.

The Audi augmented reality calendar impressively unifies surface feel with virtuality. A classic print product contains a new component, a new dimension. The actual sheet of paper is transformed into a projection surface for an iPhone application. And the view becomes a literal witness from “Vorsprung durch Technik”.