I designed and built the interface for the Audi A4 USB project which included five minutes of video and many interactive features to show off and explain the design, the engine, the lights, the interior, the grille and the chassis of the new Audi A4.
“It is a tough act to follow the many memorable car marketing initiatives… the campaign, with its video and interactive content oozes class and innovation, living up to Audi’s reputation.” Paul Handley, MD of Rhythmm in Marketing magazine
The biggest challenge was to strike the perfect balance between including the best possible video and setting it into the kind of highly polished interface that the first-rate brand identity of Audi demands. With the video taking up 42MB of the 64MB of space available on the USB, I used a combination of authoring software knowledge along with intelligently selective compression and inspired optical illusion to force each and every byte of the spare capacity to yield incredible value.
The A4 USB is a highly desirable object. Branded with the Audi name and logo it extended Audi’s brand values over another new platform, reinforcing its reputation as the UK’s most innovative car brand whilst providing extensive exclusive information about the new A4 to a hand picked audience.
“That’s what we are looking to achieve every time – create stories.” Gary Savage, Head of Marketing, Audi UK
The USB Sticks were direct mailed to a selected database of customers and prospects in a stylish black box. This was the first time USB keys had been direct mailed in the UK with such sophisticated content to promote a new product.
Role
Software project management, UX, design and development
Length
2 weeks. Completed in 2005
Team size
2xProject managers, Designer, UX, 2xDevelopers
Deliverable
Branded USB stick
Design process
UX and visual design, user testing, design refinements
I was commissioned to produce an exciting and user-friendly media pack to be distributed to press at the RHS Chelsea Flower Show. Developed as a new and innovative delivery method the USB sticks provided a useful re-usable resource, which, with the appropriate branding, provided marketing longevity long after the content had been used. The sticks contained press releases, profiles, a gallery of photographs and logos, contact details and an interactive garden tour featuring an Attractometer.
The Attractometer game gave users the opportunity to build their own virtual garden online and run the ‘attractometer’ to see how attractive it might be to birds. It also provided tips on the kinds of features that could be used to attract birds into a garden. The USB media packs proved to be extremely popular at the show with 500 given out to journalists.
Role
Software project management, UX, design and development
Length
2 weeks. Completed in 2005
Team size
2xProject managers, 2xDesigners, UX, 2xDevelopers
Deliverable
Branded USB stick
Design process
UX and visual design, user testing, design refinements
Initially Audi’s internal communications came in the form of monthly VHS-based business updates. Owing to the size of the dealer network however, this became a cumbersome and difficult to monitor method of communication. As a solution to these difficulties, I helped develop an online, intranet-driven communication platform. With video and synchronised slides available online within 24 hours of filming, Audi TV allows the brand to deliver the “Audi Experience” to customers by bringing all Centres on side and to deploy training and sales information across Audi’s new extranet. Audi TV revolutionised the ability of Audi UK to keep their dealers informed.
“Audi TV provides me with communication across the network with a very fast turnaround. It means I can deliver a direct, undiluted message to all the dealers while the information is still totally fresh and topical. What’s more, by combining the video message with sales figures and product information, the message is far more accessible and impactful than a straightforward e-mail. It’s also a highly contemporary medium – and that sits well with the Audi brand. The results – in terms of traffic on the extranet and improved sales performance, have already been impressive.” Allan Rushforth, Head of Operations, Audi UK
Audi TV contains archives of past broadcasts, feedback options and a fully functioning discussion board. I designed the site and managed the production of the web broadcasts; which included building slides, synchronising video content to these slides and rigorous cross platform testing.
Role
UX, design and development
Length
6 weeks. Then monthly broadcasts through 2003-06
Team size
2xProject managers, 2xDesigners, UX, 4xDevelopers
Deliverable
Extranet
Design process
UX and visual design, user testing, design refinements