NEW DELHI: German luxury car manufacturer Audi has debuted in the world of Instagram filters for the launch of its latest premium all-rounder – the Audi Q2. Conceptualised by BBH India and executed by Alive Now, the AR filter offers an immersive gamified experience of driving this machine to tech-savvy target audiences. 

One can access the filter by tapping on the story section of Instagram on their phones and searching for the Audi Q2 City Run filter. Once it loads, the filter allows the user to select between three cities – Mumbai, Delhi and Bengaluru, where they want to drive their Audi Q2 in. Each city is brought alive with illustrations of key landmarks and obstacles making the experience highly personal and localised. 

With games being a great new trending way for audiences to interact with their favourite brands online, the brand decided to go the same route, said Audi India head of marketing and PR Gaurav Sinha.  “Curating engaging content for our social audiences is the key element of communication design for us at Audi India. The unique and interactive AR filter game developed for the Audi Q2 allows users to select a city and virtually drive through it. We received tremendous positive feedback from our audiences and network on this activity.”

BBH-PWW India CEO and CCO Russell Barrett added, “We're always looking for new ways to bring ideas to life. Gaming has been at the forefront of digital engagement and we felt it was the perfect way to highlight the Audi Q2 for what it is – the perfect luxury car that can do it all. And putting the users in their very own cities just makes it all the more relatable.”

Audi Q2 was unveiled in India in October 2020 and sports a bold design, 190hp, 2.0 LTFSI engine, progressive steering and quattro. It seamlessly combines exemplary functionality with luxury appeal, making it perfectly suited for everyday driving and a capable companion on adventure trips.

There have been a number of brands that have utilised Instagram AR filters to promote their products, the most recent being the PS 5. Other brands like Adidas, Gucci, Swiggy, etc are also running their AR filters on the platform. Content creators and artists like comedian-actor Vir Das and content creator Dolly Singh, etc also offer unique AR filters on the image sharing social network.