Following Audi’s Start Stop app to assist phone users to save battery life, Volkswagen has come out with an app that allows user to stop the video they are watching simply by turning their heads away. Video as I have mentioned is probably the most consumed media now so it is not surprising that many advertisers are turning their attention into creating effective campaigns revolving around video platforms online. Of course, following the success of Audi and also taking into account many of the innovative ideas from Samsung’s S4, the technology of stoping and starting videos with head gestures are not anything new either.
Sure, this app sounds cool and feels cool. It would be convenient to have it as it does help. However, I feel the effectiveness of this app is still questionable. I do not think it is justifiable or much necessary to have an app like this. This would be a great idea if it could work harder. What if the app could also serve other purposes through facial gestures? Up the volume through the twitch of your eyebrow? Haha, I think all that would make the app more functional.
Interesting app from Audi that leverages on the behaviors of mobile and how it reflects on the characteristics of driver’s behaviors. Basically working on a creative formula that drivers are also mobile phone users. What is the similarity between these 2 machines and its common user? Perhaps it is the energy usage. And that, could be just the right catalyst for this idea to emerge. Great use of medium and nice execution. Audi has been creating a series of rather interesting creative mobile campaigns and ideas. Truly remarkable.
As we all know, AR is not a new technology but it still does wonders when it comes to interactivity. As Audi launches their Audi Vision platform to cater for consumers to engage with their product through app, it virtually hopes to achieve bringing the brand experience to life. Every detail including the pricing, specification guides and even the sound of the engine can be heard. The entire product brochure can be viewed simply but just taking a snap shot of the product brochure. This interesting approach takes away the boring mundane way of browsing print collaterals.
However, what sets me wondering is WHY the existence of a print collateral? What if we could scan an Audi vehicle and actually launch a product brochure with details of that exact car’s model? Example, we happen to see an Audi on the road and using the app, it would recognize the car and pulls out details of the car together with all existing product brochures and videos of it. That would bring the technology one notch higher than this.
I think the Audi Vision is a great project but it could be further improved with a ready app like what I mentioned earlier. That way, consumers would see a more interesting need to have the app staying in their phones. They would update the app often to get the latest information of new car arrivals in their app. Who knows some information pertaining to the new model would only unlock if you scan the vehicle? And they could easily be scanning any Audis on the road and receive the data they want. That not only drives consumer engagement, it also provides content for social. A true hardcore Audi fan would definitely appreciate that.