Audi-lets-enthusiasts-build-their-own-racetrack-in-virtual-realityAudi is appealing to the child in car enthusiasts by developing technology where they can build their own racetrack, where they can test the new Audi Q5 in virtual reality.

The firms Norwegian wing has collaborated with creative agency POL to create the ‘Sandbox 2.0’, a purpose built sandpit where users can create their own racetrack. The sand undulations are then scanned by a depth sensing camera to create a virtual rendering which can be uploaded into a VR driving simulator.

“For many of us, playing with cars in the sandpit is a distant memory,” said Tommy Jensen, marketing manager at Audi Norway. Let’s face it; the opportunity rarely presents itself once you pass a certain age.

“The Sandbox 2.0 is a state-of-the-art toy for kids and adults. It provides a platform to rekindle the joys of driving and demonstrates the assets of the Q5 and the quattro technology in a playful and accessible way. For the Audi brand, this is a new way to demonstrate our products.”

“When you put on the headset you don’t just see the inside of an Audi Q5. This virtual world has real depth. You can look around and explore behind stuff. It’s really exciting to watch as people experience this for the first time,” says Tom Eriksen, creative director at MediaMonks.

Kjetil Skogly, Audi account director at Norwegian advertising agency POL, added: “It was important that everything has the same premium look and feel as the brand itself. Furthermore, it was paramount that the concept delivers on several measurable parameters, such as brand attractiveness, visits to the web site and Audi dealers, as well as having a positive impact on sales and market shares in the SUV category.”

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