Digitization and networking are changing the motor industry. But what does it mean for trade shows and events if exhibits are growing more digital and more networked? What is replacing traditional information media such as catalogs and brochures? And how does a company like Audi deal with this change? These were the questions facing MUTABOR’s Identity Experience division for the first time for the Mondial de l’Automobile 2016 in Paris. The challenge: the networking of the vehicles not only needed to be presented; it had to be turned into an individual experience. Visitors were to become an active component of the event, rather than passive viewers, and thus part of the network.
In Paris, Audi created the first fully digital, interactive exhibition space. The stand, which was set out as a media grid, acts as a multimedia space with which the visitor can interact directly. To make this possible, MUTABOR developed a digital e-ticket format especially for the trade show that networked the visitor directly with the exhibition: the “Audi Experience Pass”. At various contact points, customized information about the exhibits can be generated using a smart phone. At the same time, the pass creates a link with the customer beyond the event, e.g. through competitions or city guides. In this way, Audi uses the Experience Pass to control the user experience – before, during and after the event.
The Experience Pass is requested from www.audi-Xpass.com and saved in the smart phone wallet app. The e-ticket picks up the visitor even before he enters the exhibition complex and guides him, with push notifications, straight to the Audi stand. Here, it leads him from one contact point to the next, sending personalized information straight to his smart phone. Alternatively, he can interact directly with the exhibit. The concept is based on a modular principle so that it can be used repeatedly in the long term, as has already happened several times after Paris. At the same time, as a fully digital concept, it can also be constantly expanded and adapted for new contents.
Long-term use The Experience Pass was developed as a long-term exhibition concept. Since Paris 2016, it has also been used at the Geneva Motor Show, the Audi Summit in Barcelona and at IAA 2017.
Integrated communication approach Outside the exhibition, print, web and social media draw attention to the Audi Experience Pass. Visitors are thus not only told about the innovative medium; they are also encouraged to be part of an integrated exchange process.
Registration and ticket format After registration on the microsite, the visitor receives a personalized ExperiencePass by e-mail. Once he has arrived at the trade show, the Pass responds to Bluetooth and GPS signals. The pass is opened by swiping a push notification and the visitor can scan in his personalized QR Code to obtain exclusive information about the technology, the product and the brand.
Interactive formats The “lockscreen notifications” not only point the visitor at various areas, they also encourage him to share content or interact with particular touchpoints
Conception, Experience design, Digital product development, UX design, UI design, Programming supervision, Testing & implementation support