In a world where automotive ads put the product in the forefront, Audi decided to do the opposite. Working with Touche´!, it played up the cliched tactic of promoting cars in high-end shopping malls, rather presenting an empty display where a car is meant to sit. Mall-goers were invited to unlock the invisible Audi A5 vehicle using augmented reality via mobile devices. They could discover the different features of the car and were entered into a database that dealerships could use to book test drives. The team also placed geo-targeted carousel ads on Facebook and partnered with Cineplex to show moviegoers what it’s like to drive one of its cars using motion and environmental effects in 4DX cinemas.