Audi toys with downtown crowd for A4 promo

Slot cars bring out the kid in Toronto's financial set

Businessfolk in Toronto’s downtown financial district are bringing out their inner child thanks to a test-driving stunt from Audi Canada.

The carmaker set up a 20-by-7-foot slot-car racetrack in the heart of Canada’s banking community, allowing passersby to drive scale model 2013 Audi A4 Quattros. The cars are controlled via iPads and in-car cameras allow participants to view the track from behind the wheel.

The stunt is outreach to Audi’s target demo of 30- to 55-year-old affluent business people, giving them “the opportunity to experience all the benefits of the new A4 prior to being actually able to test drive it,” said Shane Ogilvie, creator director at Zulu Alpha Kilo, which created the demonstration.

The track features icy mountain passes, highway straightaways and hairpin turns, all designed to showcase the vehicle’s all-wheel drive and the “exhilaration of the performance,” said Ogilvie.

Related
• Audi gets a lot of love from 50 Shades of Grey

The track was designed by Detroit-based Slot Mods, which boasts clients such as NASCAR, Formula One and Jay Leno.

The detailed track has a few tongue-and-cheek touches, such as a BMW crashed at the side of the road with a couple arguing next to it. (Those not able to get to the track in person can watch a live feed at the project’s online home, ExperienceQuattro.ca.)

The cars themselves were made from scratch and actually have a four-wheel-drive chassis. “We brought a 2013 A4, one of the few that was in the country at the time, to a studio and digitally scanned it,” said Ogilvie. “Then we took the CAD drawings from that scan and printed plastic cars in 3D. So they are identical, to-scale replicas of the A4.”

“We’re seeing 40-year-old men finding their inner eight-year-old, which is exactly what we wanted,” Ogilvy said. “We wanted these guys to remember racing these tracks when they were kids on their dining room tables and seeing it in a way that’s never been presented to them before.”

Zak Mroueh, Zulu’s president and executive creative director, said this is just “phase one” of the project and the track will “potentially go around the country.”

The event is being promoted on Audi’s social channels as well as on Audi.ca.

Brands Articles

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path

Pringles plays off Ontario elections

The brand forces its own issue onto the ballot: to dip, or not to dip?

Second Cup launches Flat White promotion

New espresso drink part of brand rejuvenation

Mountain Equipment Co-op launches MEC Outdoor Nation

Retailer aims to inspire youth to get outside

McDonald’s Canada takes on grocery

Partners with Kraft Canada to launch McCafe brand in supermarkets

The results of Apple’s free U2 download experiment

Company gets its "record breaking" headline, but many users rebel

Scion Sessions return with more short-film-styled music vids

Toyota brand bolsters connection with music, art and culture

Ford Canada wins the TIFF celebrity lottery

How the automaker maximized its TIFF sponsorship with A-listers