Isobar Hong Kong: The Audi R8 is the epitome of an “every-day” sports car. Sporty and prestigious, it’s Audi’s spearhead, demonstrating racing technology that lives beyond the race track. Isobar Hong Kong conceptualised and executed a digital and social campaign to raise mass awareness of the top-of-the-range sports car.
Using neuro-detection technology, the team created an application that converts brainwave activity into measurable levels of concentration. Once the neuro-headset was placed on a participant’s head, the application would translate brainwaves into speed, thus accelerating the car. The challenge was simple – the more focused you were, the faster the car would go. Racers were taken through a virtual racetrack that spiraled through some of Hong Kong’s most iconic districts. Using a built-in webcam that captured facial expressions in real-time, a short video recap was generated and used as shareable content.
In just 4 days, more than 1,500 people participated in R8 Neuroracer, generating more than 4.3 million impressions. The content on Audi Hong Kong’s Facebook page generated over 10,000 reactions, comments and shares with over 700,000 video views, with social seeding contributing to another 1.8 million organic impressions.