If you’ve ever moaned about the use of technology for technology’s sake, then you’ll feast on this latest innovation by Audi’s German creative agency. As part of the year-long “30 years of quattro” celebration those clever folk at Neue Digitale/Razorfish in Berlin have come up with an online ad campaign that uses the world’s first sudden motion sensor banner!

Wahey! Sounds awesome doesn’t it? Well, okay maybe it’s just me that flushed ever so slightly in anticipation of such a novel online experience.

Based on the legendary Audi Ski Jump advert of 1987, repeated again with the Audi A6 in 2005, Audi’s creative agency have now reinterpreted the idea in a contemporary style on the 30th anniversary of the quattro® technology. It’s now an interactive web experience.

In doing so Audi have created the first banner in the world with motion control. Or in other words: “Vorsprung durch Technik” (Advance through Technology) has been applied to an advertising creative.

Cue more whooping and hollering, plus plenty of thigh-slapping of der lederhosen…

'Now take the laptop in your hands. To control the car intuitively just tilt the laptop carefully forwards and backwards. Tilt forwards = accelerate. Tilt backwards = brake. Give it a try.' Hmm, let's hope Audi's forthcoming driver aids receive a little more ergonomic thought before they're released...

So, off I trotted to try this out for myself only to discover a few ‘conditions of use’ that despite qualifying as a “technology aficionado, early adopter, and opinion leader”, I couldn’t, er… use.

You see, to interact with Audi’s new state-of-the-art banner ad you need to have in your possession a MacBook fitted with Apple’s Sudden Motion Sensor and installed with Firefox 3.6, if not then the ad is about as interactive as a dead fish.

Don’t believe me? Try it our for yourself, [here]. In fact, PLEASE try it out so that you can report back and let us all know whether the Audi quattro® Sudden Motion Sensor Banner was really Vorsprung durch Technik, or just Technik.

Written By

Steve Davies

Steve is an investor, private equity advisor and former Partner at KPMG, PwC and Bain.   Most importantly he's a life-long car enthusiast, mountain biker and active sports enthusiast. He designs and builds technology platforms and is the architect behind Transmission.

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