Audi, the German luxury car manufacturer, launched an interactive Instagram filter for fans to experience its latest luxury all-rounder – the Audi Q2, which debuted in India in October 2020.
Sporting a bold design, 190hp, 2.0 LTFSI engine, progressive steering and quattro, the Audi Q2 seamlessly combines exemplary functionality with luxury appeal. Making it perfectly suited for everyday driving and a capable companion on adventure trips.
Inspired by these power packed features, the idea was to use creativity to bring out the ease of the actual experience of driving the Audi Q2. Conceptualised by BBH India and executed by tech firm Alive now, the AR filter offers an immersive gamified experience of driving this machine to tech-savvy target audiences.
One can access the filter by tapping on the story section of Instagram on their phones and searching for the Audi Q2 City Run filter
. Once it loads, the filter allows the user to select between three cities – Mumbai, Delhi and Bengaluru, where they want to drive their Audi Q2 in. Each city is brought alive with illustrations of key landmarks and obstacles making the experience highly personal and localised. The user can tap to start and the car moves forward along the road, where the player has to dodge obstacles by simply tilting their head left or right, thereby making the car move in the same direction. As the game progresses, the car can also start moving faster to make it a bit more challenging. The game calculates the distance the user has driven in the Audi Q2 whilst successfully dodging the different obstacles on their path. Users can share this score and also challenge their friends by posting the video on Instagram stories or as a post.
Commenting on this, Mr. Gaurav Sinha, head of marketing and PR, Audi India, said: “Curating engaging content for our social audiences is the key element of communication design for us at Audi India. And games are a great new trending way for audiences to interact with their favourite brands online. The unique and interactive AR filter game developed for the Audi Q2 allows users to select a city and virtually drive through it. We received tremendous positive feedback from our audiences and network on this activity. We keep exploring opportunities to engage and intrigue our online audiences by creating dynamic virtual experiences across our platforms.”
“We're always looking for new ways to bring ideas to life." added Russell Barrett, CEO and CCO, BBH-PWW India. "Gaming has been at the forefront of digital engagement and we felt it was the perfect way to highlight the Audi Q2 for what it is - The perfect luxury car that can do it all. And putting the users in their very own cities just makes it all the more relatable.”
The Audi Q2 is engineered for every need and feels at home anywhere, the city or in the great outdoors. It is powered by a 2.0L litre TFSI petrol engine that puts out a strong 190hp. With Progressive Steering, quattro all-wheel drive and sporty dimensions, this is a car that offers excellent driving dynamics and courtesy Audi Drive Select, you can customise the driving experience to your liking.
There’s flexibility and convenience built into the package as well. Luggage room is expandable from 355 litres to 1000 litres so you can pack everything you need for that long getaway. The LED Ambient lighting package allows you to pick between 10 different colours using the MMI display. Particularly interesting is the inlay based ambient lighting that gives a futuristic look to the Audi Q2 interiors.
Agency: BBH India
Chief Creative Officer & CEO, BBH-PWW India: Russell Barrett
Chief Executive Officer, BBH-PWW India: Subhash Kamath
Managing Director, BBH India: Arvind Krishnan
Creative Director: Deep Chhabria
Creative Partner - Copy: Heemuhn Major
Art Lead: Shelton Dsouza
Creative Partner - Art: Radhika Subramanian
Creative Apprentice: Siddhanth Shelar
Head of Production: Rahul Kulkarni
Social Media Lead: Arpita Shah
Business Director: Chetan Mane
Business Partner: Shaily Parmar, Nikita Wadhwa