R8 Test Drive
Work / Audi / 2008 / Ambient
We created an audio CD that allowed people to test their current car against the new Audi R8, and mailed it to high-income neighbourhoods in the Vancouver area. Recipients simply put the CD into their own car stereos, pushed play and followed the instructions as they drove their cars. As they accelerated, they heard how fast they were accelerating versus the R8. We knew from research that potential Audi drivers love gadgets and technology. By creating this “fantasy test drive” we hoped to lure drivers to dealerships to experience the real thing and ultimately choose to drive an Audi.