Test Drive to the Unknown

We sold bespoke Audi test drives from a shelf inside Amazon Go.

Audi and Amazon had a strategic brand partnership and tasked us with making it exciting to fans. So, we did what any luxury car brand would do inside the world’s most innovative grocery store.

No one knew where their test drive would take them, which was exactly the point.

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Each “key” had to be precisely designed to integrate with Amazon’s in-store technology and the Amazon app, enabling every test drive to be fully trackable in-app.

A minimalist gray card with the Audi logo at the top, and the text 'THIS IS YOUR KEY 30 MINUTES TO THE UNKNOWN' printed in white.

Results

36 million online views

80 minutes average trip time

11,310 miles covered

Made With

Amanda Burger, Allen Yu, Joel Kaplan, Linh-Yen Hoang, Molly Hayes, Ben Evangelista, Mikaela Kearns, Margaret Furth, Henry Fernandez

Director: Mike Sugrue, Gravy Films

Editor: Scot Crane, The Quarry

Music: Tobias Norberg

Photography: Chris Wilson

Event Partners: Amazon Go, KRo Events, DriveShop

Product Development: Colorbar SF