The Brief
Give the Audi R8 the site and campaign it deserved. Audi wanted to celebrate the engineering achievement that is the Audi R8. In doing so, they wanted to create a halo around the car that would draw in everyone from the passing A3 driver to the true automotive sports fan.
The Strategy
At the outset, we knew the car had to be the hero of the piece and that any advertising concept had to support the car, not overshadow it. We had to create an iconic site for an iconic car. The campaign line ‘The slowest car we’ve ever built’ was a reference to the painstaking engineering process that results in the assembly of only 25 R8s each day. Our task was to turn this production story into a story of time, engineering and beauty celebrating the R8 in all its glory.To attract people to the site, prestige advertising was peppered around the internet. Each ad was designed to give glimpses of the car and leave the audience wanting more.
The Solution
We chose to tell the story of the Audi R8 over 12 chapters, symbolically representing 12 hours and the many stages of production. The circular dial navigation was an internet first and provided a unique, engineered, narrative device that captured the spirit of the R8.At the heart of the site is the car – but not as you would expect to see it. The R8 is spun through 360 degrees as it builds over time, layer by layer.The audience are then encouraged to take control of the build process by clicking ‘See the R8’ and moving the interactive dial. This means that the navigation dial goes from site navigation and production narrative to jog wheel and media player with one click.Every interactive touch, spin and undulation has been designed to draw the audience in and leave them wanting more. The dial becomes more active as the user rolls over the copy, inviting users to click on any of the 12 stories and allowing them to choose their own journey through the site.Each of the 12 stories of the R8 is told using crafted animation, bespoke copy and an original soundscape commissioned by GT. If the audience want to delve deeper into any story, they can either check out the ‘petrol head’ stats panel at the bottom left of the dial, or explore links to video galleries, image banks, wallpapers and iconic screensavers in the panel at the bottom right.It’s a multi-level site designed to appeal to everyone, from the potential Audi customer to the ultimate motor sports fan.

Genoeg gezeik. Neem even de tijd, en check deze site.
Ni normaal gewoon...

http://microsites.audi.co.uk/r8launch/#1