Romance and Audi Turn a Test Drive into an Immersive Sensory Experience

Dec. 10, 2020

To amplify the launch of the 100% electric Audi e-tron Sportback, Romance agency has developed the Audi e-tron experience: a virtual test drive that allows you to experience all the sensations you get from driving the new model in an ultra-immersive way.

Door opening, trunk closing, indicators, flashing lights, leather feel, seat belt... More than a hundred objects have been recorded in high-fidelity binaural sound to turn the discovery of the model into an unique ASMR (Autonomous Sensory Meridian Response) experience.

 

Romance and Audi decided to work with the 3D design studio Area of Work (L. Vuitton, Nike, Chanel) to visually llustrate all the details that make the Audi e-tron Sportback so unique and most of all the brand’s new electric flagship. The result: 60 seconds of complete immersion that feels like actually driving the new Audi model and an invitation to come and try out the model in an Audi dealership.

In order to bring the experience to a next level, a dedicated device has been designed in partnership with Spotify. Directly on the app or with a vocal assistant with the «Audi electric» command, users have access to a dedicated album that allows them to discover the model in different environments (in the mountains, in the city, in the rain, etc.).
The campaign has been launched on December 2nd and relayed on social networks as well as on digital audio and video platforms.

Caroline Guittonneau, Creative Director, Romance says:

"The current situation we are going through has led us to rethink the test drive of a vehicle in a 100% digital format. It seemed essential to us to transcribe the driving experience of the latest Audi electric model through an immersive, 100% digital sensory journey."

 

Meriem Lahssen, Communication and Media Manager, Audi France says:

"Our communication initiatives always aim to be innovative in order to constantly arouse the interest of our targets. This is why the combination of very high-definition video combined with ASMR sound seemed to be a very good device to leverage in media."

 

Ajai Navaneethan, Digital Marketing Manager, Audi France adds:

"We take so luch effort to build a pleasan sound environment for our electric vehicles that it felt essential to us to talk about it in an innovative way. This complete journey allows us to invite the user from his/her computer, mobile phone or voice assistant to the dealership in a smart way."