Audi reinvents the car manual
The automotive brand launches Audi Reader, an innovative tool integrated into the myAudi&Me app that allows instant identification of the vehicle's functions, buttons and warning lights.
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Only one in four Audi drivers consult their car's manual. To address this gap and align with current digital habits, the automotive brand presents Audi Reader, an innovative tool developed by Ogilvy and integrated into the myAudi&Me app that redefines user interaction with their vehicle.
This tool is born in a context of strong commitment to innovation: in 2024, Audi allocated 4.6 billion euros to R&D activities, reaffirming its commitment to technological development and customer experience. However, 68% of its drivers are unaware of many of their Audi's functions.
"Our goal with Audi Reader was to simplify the driver's interaction with their vehicle. We applied artificial vision to transform the complexity of the manual into an intuitive and instantly accessible experience," says Lorenzo Spadoni, Innovation & Technology Partner at Ogilvy in Barcelona.
Credits
View on- Agency Ogilvy/Madrid
- Global Chief Creative Officer Liz Taylor
- Chief Creative Officer Roberto Fara
- Executive Creative Director Noelia Fernandez
- Executive Creative Director Tomas O'Gorman
- Creative Director Fran Arguijo
- Art Director Nicolas Farina
- Art Director Nuria Pujol
- Copywriter Willy Gutierrez
- Copywriter Lander Ugalde
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Credits
powered by- Agency Ogilvy/Madrid
- Global Chief Creative Officer Liz Taylor
- Chief Creative Officer Roberto Fara
- Executive Creative Director Noelia Fernandez
- Executive Creative Director Tomas O'Gorman
- Creative Director Fran Arguijo
- Art Director Nicolas Farina
- Art Director Nuria Pujol
- Copywriter Willy Gutierrez
- Copywriter Lander Ugalde
By simply focusing on any part of the car with the cell phone camera, Audi Reader identifies in real time buttons, lights or elements of the passenger compartment, providing the user with clear and direct information about its operation. The vehicle thus becomes its own digital manual.
The tool has been developed with object recognition technology, in collaboration with Roboflow, a startup specialising in artificial vision. The system was trained with more than 10,000 images captured from the 27 current Audi models, labelling each component and linking it to information in the owner's manual.
Audi Reader goes beyond being just a tool. Through the app, users can also chat with their after sales advisor, request an appointment at the garage or even ask for roadside assistance. A functionality that reinforces the connection between customer and brand, facilitating a much more integrated service experience.
With this initiative, Audi once again proves to be a brand that listens and responds to the needs of its customers. “Innovation not only applies to technology, but also to how we connect with our customers” explains Emma Castells, Audi CRM & BI Manager. A cutting-edge service that is a step ahead of the competition and shows us that sometimes innovation is about making technology simpler and more accessible to its users.
