In order to help Audi UK celebrate their 100 year anniversary at the 2009 Goodwood Festival of Speed I helped produce a virtual wind tunnel to let visitors see how streamlined they are.

The virtual wind tunnel was phenomenally successful with constant queues of people waiting to play over the three day festival. Visitors would be shown a video showing how the drag coefficient of Audi vehicles has improved over the past 100 years. Then they could interact with the Streamliner to try and get their own drag coefficient as low as possible. Some people took the streamliner challenge very seriously – removing bags, hats and even sunglasses! There is a great video on Vimeo.

“With 100 years of Vorsprung durch Technik behind us, we had a lot to live up to! We wanted to make sure that we used the latest innovative technology to tell the brand story so far in an original way. Twofour came up with some great technologies to enable us to do this and have been an excellent addition to the project team here at Audi UK that have pulled this event together.” Jane Bown, Events and Internal Brand Manager for Audi UK

The interactive elements were all part of the Audi Experience (check out the video on Youtube), created with Twofour. The Audi Experience was a hi-octane mix of interactive experiential installations and live shows hosted by and including celebrities Sir Bobby Charlton, Ben Fogle and Audi racing drivers such as Allan McNish.The 2009 Festival of Speed attracted over 152,000 motor sport fans – the second highest Festival attendance ever and the spend in the on-site gift shop was up 100% on the previous year’s sales.

Role
Software project management, UX

Length
8 weeks. Completed in 2009

Team size
Creative Director, Project manager, Designer, 2xUX, 2xDevelopers, 2xInstall crew

Deliverable
Interactive wall

Design process
Interaction audit, competitor research, concepting, UX and visual design, user testing, design refinements

In order to help Audi UK celebrate their 100 year anniversary at the 2009 Goodwood Festival of Speed I created six touch-screen kiosks filled with facts and figures about the last 100 years of Audi and a multiple choice quiz with a chance to win tickets to Le Mans and Old Trafford as prizes. The quiz was strictly for Audi fanatics only. Of the hundreds of people that entered, less than 50 people got enough correct answers to enter.

Role
Software project management, UX

Length
4 weeks. Completed in 2009

Team size
Creative Director, Project manager, Designer, UX, Developer, 2xInstall crew

Deliverable
6xKiosks

Design process
Interaction audit, competitor research, concepting, UX and visual design, user testing, design refinements

In order to help Audi UK celebrate their 100 year anniversary at the 2009 Goodwood Festival of Speed I helped produce a holographic video screen displaying a timeline of Audi history spanning 100 years.

The holographic video screen allows users to explore the history of the Audi brand from its initial conception in 1909 through to the current day. Users wave their hands to scroll through the timeline and stop at points of interest which presented them with content relating to the Audi brand at that time. This was a Holopro projection screen which gave the user the impression that they were engaging with thin air.

With this event we had little control of the lighting and the flow of visitors. Consequently the developers had to create a piece of tracking software that was as flexible as possible so the install crew could quickly calibrate and adjust the tracking algorithm.

Role
Software project management, UX

Length
4 weeks. Completed in 2009

Team size
Creative Director, Project manager, 2xDesigners, 2xUX, Developer, 2xInstall crew

Deliverable
Gestural interface

Design process
Interaction audit, competitor research, concepting, UX and visual design, user testing, design refinements

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

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