Insight

Hong Kong is home to a large sports car market. For Audi this means aggressive pricing competition from other vehicle.

In addition to this Hong Kongers crave thrill and adventure but are often restricted by boundaries such as money, time and space.

Strategy

To create a digital experience that allows the people of Hong Kong to feel the thrill of driving the all-new Audi R8 on the racetrack. We created an app that converts brainwave activity into measurable levels of concentration. Once the neuro-headset was placed on a participant’s head, the application would translate brainwaves into speed, thus accelerating the car. The challenge was simple – the more focused you were, the faster the car would go. 

Execution

R8 NEURORACER: Harness the all-new Audi R8 with your mind 

Results

R8 NEURORACER: Harness the all-new Audi R8 with your mind