The Power of Four
Four focus topics of Audi in an experience walk
Audi’s exhibition at the 2015 Frankfurt Motor Show is raising the bar for innovative live communication: before visitors get to see the full range of Audi automobiles on offer at the center of the brand building, they are led through an impressive presentation of the four focus themes: Audi ultra, Audi Technologies, quattro and Audi Sport. “the power of four.”
Never have we developed a trade show appearance as thematically stringent as this one. And never have we been able to demonstrate Audi’s innovations in such detail, as at the IAA 2015. And yet at the same time visitor’s were offered a more powerful experience than ever before. The connection between both is quite unique.
Luca de Meo | Vorstand für Vertrieb und Marketing der AUDI AG
Experience
Walk
The ‘experience walk’ begins as visitors enter the building on an escalator through a delicate, organic network structure that grows from the facade of the building. It’s a lightweight ultra structure in 3D, and the beginning of the voyage of discovery. Visitors experience the advantages of lightweight construction, efficient engines and alternative fuels.
A room temperature of -21°c creates a world carved out of ice that illustrates the branding and lifestyle of Audi quattro. By contrast, the next section Audi Sport uses sound and visual cues to recreate the high-octane atmosphere of the racetrack and draw the eye to the motorsport icon Audi R18 at the end, turning on a banked curve and leading visitors to their right, down to the automobile exhibition area.
360° Brand Communication
“the power of four” is presented on four enormous media screens, each one with a real car mounted on the screen, and moving to interact with the virtual story told on the screen beneath it. Lighting, media and movement present each car in a constantly changing and developing story to illustrate each of the four key themes, picked out by the roving compass needle in the center of the hall.
Live communication has created a shift in perspective. It’s increasingly important to establish diverse attitudes to a brand and its products. And in so doing to speak to target groups in a differentiated way.
>>the power of four<< does exactly that: Here, visitors experience Audi’s four focus themes by means of an “Experience Walk”—encountering the brand and product in perfect harmony. This effectively turns the communication principle on its head. Favoring an emotional approach to demonstrating the Audi brand’s competitive edge.
Michael Ostertag | Partner at SCHMIDHUBER
Photos © Andreas Keller, Altdorf
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