Audi eTron pop up store
Audi sought a creative way to launch the new model, their first plug in hybrid car, that would draw people in and allow them to see the car and learn how easy it is to drive and charge. The elements that make the A3 Sportback e-tron unique, particularly the charging point and the engine, aren’t immediately visible and so Audi UK briefed Somo to create an interactive experience using augmented reality and 3D modelling to educate and excite customers and car enthusiasts.
Audi UK and Somo devised a ground-breaking product launch at the landmark London shopping centre – Westfield Stratford City with an experience centre dedicated to the new model. Somo worked with Audi to incorporate several mobile and connected world technologies to develop an exciting environment for customers and car enthusiasts passing by. The launch event included two dedicated AR/3D modelling areas:
In order to explain how simple it is to charge the hybrid car, Somo developed an augmented reality experience that triggered from the actual car itself. The seamless transition from sitting in the physical car and the using the augmented reality iPad app to visualise the charger entering the car is a perfect example of how to weave the physical and digital worlds to offer useful information and simplify a process that is complex and could be difficult to explain.
Virtual e-tron Zone
A second area of the pop up store used multiple lecterns where visitors could view a 3D model of the petrol engine, the electric motor, and the battery in great detail from any angle using an iPad. This further served to showcase the technology under the hood of the car, and educate visitors on the new hybrid model.
Westfield customers explored the A3 Sportback e-tron with the help of augmented reality and 3D experiences created by Somo. It was an innovative way to interact with an innovative car and one which spearheads another new foray for the Audi philosophy of Vorsprung durch Technik, or advancement through technology.
The store, the first of its kind, drew more than 6,000 visitors over the course of the four-week event. The modern approach to retailing clearly went down well with consumers.