Case Study: Audi A3 Sportback e-tron Pop-up Store

By Tim Maytom

audi popup store exterior

On 12 January this year, Audi opened its first ever pop-up store at London’s Westfield shopping centre. The store was conceived as a brand experience to support the launch of the Audi A3 Sportback e-tron, the first hybrid car to be derived from a UK best-selling premium hatchback. The car couples a 75kW electric motor with a 1.4 TFSI petrol engine, delivering the potential for up to 176mpg with CO2 emissions of just 37g/km.

Audi set out to resolve customer confusion around how hybrid vehicles work and particularly around recharging. The auto brand developed the store concept to foster greater understanding of and excitement about the vehicle, using a real car, augmented reality (AR) and virtual reality (VR) tech to educate visitors. Audi partnered with mobile marketing firm Somo to deliver the in-store tech.

Using a physical e-tron car as a trigger, an AR iPad app visually displayed how to charge the vehicle to further emphasise how easy it is to own the hybrid. Another iPad app allowed visitors to configure their own custom model, while Oculus Rift virtual reality headsets let them experience what it was like to drive the car, even if they weren’t old …read more

Source:: Mobile App News