#28

Audi

Enter Sandbox
Brand Activation
Key metric

Connected Experience Index Score [1]

105

Awards

D&AD

Yellow Pencil

Agency

POL

Audi Test Drive New Q5 in VR

Audi wanted to demonstrate what the new Audi Q5 and its its Quattro technology had to offer with the purpose of reconnecting with the childhood memory of playing with cars in a sandbox.

VR was used to turn a 400-kilo physical sandbox into a virtual playground, where users could test drive the new Audi Q5. This resulted in an amazing real-time VR experience, connecting the physical and virtual world: by first creating your own driving experience in the sandbox, then giving you the opportunity to enter the same world in VR.

One of the biggest challenges was to create a VR driving experience that felt as real as possible. To achieve this, Enter Sandbox used a Kinect camera and a HTC Vive Lighthouse tracking system to scan the physical sandbox in 3D, based on 200,000 measure points.

The experience included an Audi Q5 driving simulator with a genuine Audi Q5 steering wheel and driver's seat. Users are treated to additional sounds and sensations, like real engine noise and feedback from the steering wheel, which help make the virtual test drive even more realistic.

Starting its life in Norwegian showrooms, Enter Sandbox has gone on to become a traveling installation across Europe and the US, and has been viewed more than 25 million times across social media.