戛纳狮 - 网络类 - 银奖 戛纳狮 - 促销类 - 入围奖 Enter Sandbox”是奥迪和MediaMonks合力推出的VR体验，除了超逼真的飙车过程，它还可以让你实时定制赛道。尽情飙车，还怎么都不会翻！ 奥迪被誉为“汽车行业最具创新精神的品牌之一”，其口号是“汽车工业”。然而，在挪威，奥迪的领先地位受到宝马、梅赛德斯和沃尔沃等品牌的挑战。奥迪的技术优势不仅体现在他们的汽车上，而且体现在品牌的DNA上，奥迪希望它的新运动能反映出他们对技术的承诺。 AUDI | POL | 2017 Cyber - E03 Live Digital Synopsis Championed by its Vorsprunch dürch Technik slogan, Audi is known as one of the car industry’s most innovative brands. In Norway, however, Audi’s leading position was challenged by brands such as BMW, Mercedes and Volvo.To show that Audi’s technological edge is not just in their cars but in the brand’s DNA, Audi wanted its new campaign to reflect their commitment to technology. For the introduction of the Audi Q5, the brief was to give Audi dealers something truly cool and innovative that would spark people’s excitement for Audi in a way that would reach far beyond the dealership through social and PR. Strategy To actualize Audi’s ambition of making technological innovation part and parcel of the communication itself, the idea emerged to combine the traditional product demonstration of a test drive with the new and exciting possibilities offered by VR.The experience itself is based on a powerful nostalgic premise that unlocks the inner-child in all of us: Wouldn’t it be amazing if you could drive a car around the sand tracks you used to make as a kid?To make this into an experience the whole country could get excited about, we had to achieve two things: 1) the installation had to be transportable so it could travel around Norway 2) and the experience itself had to be shareable in the form of a video so that more people could share in the excitement. Campaign Description We created an in-store installation that lets people test-drive the new Audi Q5 in VR on a self-made track made out of sand.We invited people to enter a purpose-built sandbox to create their own driving environment by moving sand to form&