The world of online marketing and technology came together in Hamburg as part of the OMR (Online Marketing Rockstars) Festival, Europe's largest digital marketing and technology event. Audi, which is the main sponsor of the event in 2023, as in previous years, took part in the festival with a large booth with many interactive elements. Festival visitors had the opportunity to experience how Audi shapes the driving experience of the future. The approach offered by the premium brand with the “Step into your own space” campaign represents a new mentality in automotive development.
The Online Marketing Rockstars-OMR Festival, which is considered the largest digital marketing and technology event in Europe, was organized under the main sponsorship of Audi.
Prepared its stand at OMR 2023 with a progressive architecture and premium ambiance, Audi offered an entertaining opportunity to visitors who want to get to know the brand and its technology and discover the driving experience of the future, with the interactive digital elements of the stand.
Giorgio Delucchi, Head of Digital Experience and Business, AUDI AG, speaking at the opening of the festival, “Design and Digital-How Audi is driving the transformation”; AUDI AG Head of Exterior Design Stephan Fahr-Becker also talked about “Insight into Audi Design: Aesthetic Intelligence”. At the festival, Audi presented experiences in many areas, including digital, performance, design and sustainability, which it currently focuses on strategically.
Stating that they aim to continue to surprise customers with new experiences, AUDI AG Germany Marketing Manager Linda Kurz said, “For this reason, we designed our fair stand for the first time without a show vehicle, independent of driving styles or models. Our main goal has been to focus on people, their feelings and experiences.” said.
The Sphere concept cars, where Audi took a human-centered approach and broke previous car design traditions in the development of concept cars, were the inspiration for the festival. Every adventure in nature or in the city zamReady for the moment, these models are masters of differentiation both inside and outside. The innovative operating concept blends the physical and virtual worlds (“mixed reality”) by projecting information, content and interactive elements onto surfaces and spaces inside the car.
Audi puts people at the center
In the past, cars were considered from a technological point of view. This orientation determined the direction of the car and would determine many areas, from appearance, features, interior and even the seating position of the occupants. Now turning this around, Audi has brought to life the interior experience of the future promised by the Personal Sphere at the exhibition stand. In the Audi of the future, the focus is on people as individuals. Staying true to the stand slogan of the OMR Festival, “Step into your own space”, Audi makes the automobile around the individual; develops it as an interactive “Personal Sphere” designed systematically from the inside out.
The Audi of the future combines attractive design, high-quality materials and digital elements to create a seamless and customizable user experience. Developed from the user's perspective, the models offer a smart, intuitive and personal experience. With its interactive space at the OMR Festival, Audi focused on the important role played by the senses and emotions of the individual, aside from data security, while interacting with digital technology.
The Audi of the future combines attractive design, high-quality materials and digital elements to create a seamless and customizable user experience. Developed from the user perspective, cars offer a smart, intuitive and personal experience. With its interactive space at the OMR Festival, Audi focused on the important role played by the senses and emotions of the individual as well as data security while interacting with digital technology.
As with the development of the urbansphere concept, Audi transforms the interior of the car into an important interface between people and the brand, putting co-creation at the forefront and making technology available when needed.
Holistic ecosystem extends personal space beyond the car
Digitization and connectivity are creating entirely new opportunities for interaction in and around the car. The number of customer touchpoints is growing exponentially. With the myAudi application, which is the key to its digitally connected world, Audi offers its customers every opportunity in its holistic ecosystem. zaman uses touchpoints to deliver an integrated user experience anywhere.
Users were able to experience many aspects of this ecosystem at the festival. For example, Audi allows customers to adapt the configuration of vehicle functions to their needs, even after the vehicle has been purchased. There is also a digitalized sales process with virtual services such as Audi Live Consultations and a system for online booking of new and used vehicles. Audi plans to add even more elements to its digital ecosystem in the future.
Prerequisite trust for unique experiences and new services
Today, the generation and intelligent analysis of data enables the provision of customized services and settings. But users willing to share their data can make the most of the added value of personalized services. The reliance on the unique digital experiences found on the stand and in the cars of today and tomorrow was also demonstrated. Audi also gave information about the privacy concept, which offers the most transparent, highest level of security possible. Audi's approach, which allows people to take into account a range of personal preferences when using their data, could be experienced by visitors.
OMR x Audi: A long-term partnership
The OMR Festival, which was held for the first time in 2011, has grown every year and reached more than 70 visitors last year. With more than 800 speakers on six stages, workshops and side events, an exhibition area with more than 1.000 participants, and a unique atmosphere, OMR is seen as the most important organization of the industry.
The Audi Group is one of the most successful manufacturers of automobiles and motorcycles in the premium and luxury segments. Audi, Bentley, Lamborghini and Ducati brands produce in 13 facilities in 22 countries. Audi and its partners operate in more than 100 markets worldwide.
Delivering 2022 million Audi, 1,61 Bentley, 15.174 Lamborghini and 9.233 Ducati models to its customers in 61.562, the Audi Group achieved a total revenue of 2022 billion Euros and an operating profit of 61,8 billion Euros in the 7,6 fiscal year. As of 2022, the Audi Group employs more than 54 people worldwide, of which more than 87 thousand are Audi AG in Germany. With its impressive brands, new models, innovative mobility solutions and highly differentiated services, the group is systematically moving towards becoming a sustainable, individual, premium mobility provider.