The first large-format live automotive configurator Digital-Out-of-Home.
By deploying the 40-m2 digital screen, client Audi was the first to use the first large-format Digital-Out-of-Home automotive configurator. This screen showed the new Audi A1 Sportback larger than life and razor-sharp in action in an urban environment.


Utrecht Hoog Catherijne





Audi A1 Sportback with personal touches

Passers-by can turn the new Audi A1 Sportback into their A1 Sportback on the life-size screen within seconds. They do this by scanning the special QR code with their smartphone (iOS) or by using the NFC tag (Android). At this point, the Audi A1 Sportback configuration menu is opened on the smartphone and the user can add personal touches. For example, when a colour or a certain type of alloy rim is selected, it is immediately visible on the Audi A1 Sportback on the screen. This is done via the real-time 3D visualisation technology. Despite the live interaction between smartphone and screen, the Audi A1 Sportback keeps moving. Passers-by can enjoy this to the fullest thanks to the razor-sharp image. And this doesn’t have to be limited to Hoog Catharijne: those who configure the A1 Sportback can share their favourite version directly via social media.

Plenty of room for individualisation

The new Audi A1 Sportback offers unprecedented possibilities for individualisation, certainly so in its segment. For starters, you can choose from three exterior and four interior trim levels. There are also attractive option packages and many individual options. There are also two temporary limited editions: the A1 Sportback epic specially developed for the Netherlands and the very complete A1 Sportback edition one. You can of course also configure it at home. To do so, visit


“You couldn’t ignore the new Audi A1 on this gigantic screen. And it’s great that passers-by could also configure the A1 to their liking via their mobile phone, live. So you suddenly see your favourite Audi A1 in 3D in front of you, life-size, on a 40-m2 screen!”

Sabine RomkesBrand Communication Manager, Audi

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