Background

In 2007 Audi initiated a face lift on all the models. The face lift was part of properly celebrating the 100-th anniversary of the company, re-stating the slogan “Vorsprung durch Technik” – as old as the trade mark. All the new models were to be launched over the duration of one year, including the new R8 sports car.

The challenge

Porsche Romania, the Audi Importer wished to promote the new models in showrooms through an unconventional means, which was to represent progress through technology, acclaimed by the producer. The new models were to be launched both in the showroom and in public spaces and fairs. To this end, the TomTouch Team was charged with the production of an information support more flexible than the common stander and more appropriate for a premium brand, such as Audi.

The solution

The solution was an interactive car configurator. A touchscreen terminal presenting detailed information for each model, video clips and a configurator in which the model may be seen in different colours and options.
The terminal design is conspicuous and follows the style line of the wheel in order to obstruct the car as little as possible. At the same time, white LEDs – the outstanding element of the face lift- were inserted in the terminal design to make it blend better with the shown model. The housing was fabricated from the same material as the rest of the decorations in the showroom. The target was to maximize effect through maximal discretion.

However, the application is far from being conspicuous. The latest programming technologies were applied with the aim to offer an as interesting as possible experience amongst the Audi models. The technical specifications and the information regarding the options are presented in video clips that showcase the new models and the car configurator is a useful tool for visualising the not shown models.