Audi rolls out first augmented-reality ads to promote R8 supercar

Audi is launching its first augmented-reality (AR) ad campaign in the UK, to promote its R8 V10 plus "supercar" model.

The Volkswagen-owned manufacturer is rolling out print and poster ads, by Bartle Bogle Hegarty, which allow viewers to access a video of the R8 V10 plus at "full throttle", using the Blippar image-recognition app.

The campaign, called 'Evolution On The Outside, Revolution On The Inside', begins today with a teaser video that has been posted on Audi's Facebook page, showing glimpses of the R8 V10 plus model. Print and poster ads then roll out on Friday 1 March, pushing through to the full video.

Kristian Dean, national communications manager for Audi UK, said the use of AR provided "a whole new world of marketing potential", and was in keeping with the brand's UK positioning, "Vorsprung durch Technik".

Dean said: "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."

Audi is currently recruiting a new UK marketing director, following the departure of Dominic Chambers last year.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published