Here are two mobile apps that recently caught my eye…
Audi Start-Stop App
The Audi start-stop system turns off the engine when the car stops at a traffic light and turns it on again when the car starts. Using the same principle Audi along with DDB Spain created an Android app that detects which applications have been open longest without being used and sends an alert to the user to close them. Thus saving battery and making the phone a more efficient tool.
Many events create their own smartphone apps. But when the event is over, the apps lose their usefulness and are then hardly used. To give these apps a second life, Duval Guillaume got various Belgium organisations to push out an update which turned their event apps into a registration medium for organ donation.
With smartphones and tablets becoming part of our everyday life, we will also see more Augmented Reality apps mixing the virtual and the real world in 2013. Here are some examples from ARworks that recently caught my eye…
Audi Singapore Showroom app
For the opening of their biggest showroom in South-East Asia, Audi created AR experiences that allowed visitors to fly around the showroom building without actually boarding a plane or drive the Audi R18 race car around Singapore at full speed without the risk of getting a ticket. Whats more, they even allowed visitors to personalize their individual license plates and then take photos with the car.
Dakar race in a shopping mall
A real Dakar desert racecourse was built for the new Opel Mokka on a 4mtrs long table that was placed in a shopping mall. Visitors could use the provided iPad’s to race against time and each other. The results were then shared on Facebook and the weekly and overall winners received various prizes.
Christmas Ornament Sling
Deutsche Telekom for their Christmas promotion developed an iPad app where visitors could throw virtual Christmas ornaments containing their personal message onto a huge Christmas tree erected in a mall. A successful hit to one of the real ornaments on the tree, lighted it up through an integrated server application.
Audi to showcase its A2 concept at the Design Miami 2011, created a 190 m2 three-dimensional LED surface that provided a glimpse of the future of our cities where infrastructure and public space is shared between pedestrians and driverless cars. The installation demonstrated how the city surface would continuously gather information about people’s movements and allow vehicles to interact with the environment.
The installation used a real-time graphics engine and the tracking software, that received live inputs from 11 Xbox Kinect cameras mounted above the visitors heads. Through the cameras the movement of the visitors were processed into patterns of movement displayed on the LED surface.
To solve space challenges at its retail outlet in Piccadilly Circus, Audi has used groundbreaking technology to present its growing model line-up. Visitors can now digitally select their vehicle from several hundred million possible configurations and experience it in realistic 1:1 scale on special powerwalls.
Various details such as drivetrain, bodyshell, LED light technology etc are presented with interactive gestures, touch and physical sample recognition methods. The whole immersive experience helps make the innovations understandable on an intuitive level.
The future of automotive retail is here and Audi is leading the way, with plans to roll out the experience at 20 locations in major international cities by 2015.
AlmapBBDO Brazil has developed a very unique and innovative iAd for the new Brazilian Audi magazine app. The ad seen in the video below appeared in various publications on the iPad and used a nice play on Apple’s “Slide to Unlock” feature to engage the users.
Users who saw the ad instantly recognized the swipe gesture used to unlock Apple devices. So after racing their finger around the track, they were rewarded with a free download of the first Audi Magazine copy from the app store.
Before I could publish this post I came across another “Slide to Unlock” iAd! It seems this iOS feature is becoming a popular creative feature for iAds. In the below example, Amnesty International has created an iAd in Sweden’s largest newspaper, DN, where readers were presented with an image of a prison cell and prisoner inside. “Slide to Unlock” was used to open the prison cell and reveal a strong call to action to join Amnesty International as an activist.
This is a fantastic idea by Neue Digitale / Razorfish Berlin and it has been executed to perfection for Audi.
In 2010 Audi didn’t just create another beautiful calendar, but they created an unexpected experience! They printed a calender purely as landscape images, blank, no cars, nothing, and then prompted people to download and open the special Audi iPhone app while pointing the handset’s camera at the calendar, and voila, a car would fill up the empty space on the page!