This latest in a string of RTT´s collaborations with Audi AG puts unseen level of detail and realism at users´ fingertips, making product interaction more engaging and emotional when compared to common web configurators. Shortly after a successful launch in the US, a full-range rollout has also taken place in the German market.
For its new car configurators, Audi AG and Audi of America wanted to break away from the traditional front-side-and-back way of presenting cars in car configurators and give users a fresh, dynamic tool, where interaction with the product would be driven by emotions.
Over the course of 10 months, RTT worked closely with the advertising agencies AKQA & Razorfish to produce over 1,000 layers per model - all rendered in RTT DeltaGen - achieving high-end visuals for the entire US and German ranges and their corresponding specifications. In order for this content to stand out, RTT drew on the expertise of an experienced car photographer, whose insights helped achieve ultra-realistic mise-en-scenes with dynamic camera angles, true-to-life lighting effects, and meticulous attention to detail, particularly visible in the headlights and even the brakes, which can be changed in the configuration process. But the forward-thinking does not stop there; all content is developed in 4K resolution, making it suitable for several use cases and ready for every device.
"We knew that the images would take center stage within the minimalistic screen layout, so we had to get them right. Building on a catalog of POS models we had previously developed for the innovative Audi City showrooms, we wanted to create images that communicate the bold and sophisticated nature of the Audi range," says Susann Brock, Head of Project Management, Content Production at RTT.
Audi AG´s Project Manager Oliver Kihn points out, "As a long-standing supplier of content for Audi - including work on Audi City - we knew RTT would be the right partner to translate that ethos of innovation to our web configuration tool. If you look at the end result, you are instantly impressed by the visual quality and the attention to detail. It is as if you were almost standing on a showroom floor, with the cars positioned directly in front of your own eyes."