In Singapore, Audi is not known in the performance car category.
This presented a challenge for the launch of the all-new R8. We needed to demonstrate the new, groundbreaking car that is made out of pure emotion.
This got us into thinking - The power under the hood inspires the power behind the wheel. In order to advertise and talk about the all-new R8, we needed to show our audience through an experience they will never forget.
We created the first ever, Driver's Emotion Dashboard - to measure specific metrics of driver's heart rate and galvanic response at the race track during the annual Audi Driving Event. For the first time ever, metrics about the driver's emotional drive is measured. The thrill, focus, and excitement can be relived at their personal driver's dashboard, which can be accessed post event and shared via social media. We also included leaderboards that tracked, not who drove fastest, but ranked by emotional changes.
The 10 day event generated test drives 2x the annual average, sold 300% more sports cars vs. the previous year, and had a halo effect of 31% in overall car sales.
Final Assets: Users can relive their Audi Sport Driving Experience - Assess to the Go-Pro video footage as well as point spikes during the changes of Emotion - Measured by a formula combining Heart Rate and Galvanic Skin response. Users can also see their group and team ranking. The interface elements and design was inspired by Audi Sport's design language of their virtual cockpit - found in all of their sport models. Grill texture taken from the Audi RS models have also been used.