Creative in association withGear Seven Creative Channel
Audi Augments Reality with BBH
Advertising Agency
London, UK
Augmented reality app Blippar showcases new generation Audi R8 on smartphones


Audi UK is launching its first-ever augmented-reality print advertising campaign, created by BBH. Smartphone users can get a closer look at the high performance, 550PS engine in the new generation Audi R8 V10 plus, and watch an exhilarating video of the supercar at full throttle.
By downloading the free image-recognition app, Blippar, users will be able to point their phone at print and poster advertisements of the car, instantly bringing 2D photographs to life with a film that automatically starts playing on their handset.
The innovative campaign - entitled 'Evolution on the outside, Revolution on the inside' - showcases beautifully shot images of the thumping 5.2-litre V10 FSI powerplant in full view  with the rear body panels removed, and the accompanying Blipp film administers an aural adrenalin rush of flat-out acceleration from rest on a rolling road setup. 
"The new Audi R8 V10 plus pushes boundaries in terms of performance and innovation, so naturally we wanted to communicate with our potential customers in a similarly ground-breaking manner," explains Kristian Dean, National Communications Manager for Audi UK.
"The use of Blippar technology allows people to interact immediately with the car, and get under its bonnet in a way they simply would not be able to do with a 2D advertisement alone. The new video content gives car enthusiasts the opportunity to hear the R8 V10 plus being taken to the red line.
"Augmented reality opens up a whole new world of marketing potential, and will only become more exciting as more brands embrace apps such as Blippar. Audi is proud to be one of the first major brands to utilise this new technology – an approach in keeping with the company philosophy of Vorsprung durch Technik."
The campaign will launch on Monday 25 February and comprises interactive press, outdoor and digital executions, supported by social media activity.
Work from BBH London