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Category
Digital Product
Annual ID
OS26_CT016M
Background
Audi invests large amounts of money in cutting-edge technology, with 4,6 billion euros spent in R&D in 2024.
Yet, 68% of its drivers were unaware of the exciting features that were available to them.
Why? Because 75% of Audi owners never opened any of the 1.7 million owner's manuals printed each year.
Owner’s manuals, designed by engineers to meet legal standards, often fail to achieve a simpler yet crucial goal—being truly useful to the people who actually drive.
Audi needed a simple, intuitive solution to help drivers unlock the full potential of their vehicles.
With Audi Reader, we didn’t just update the manual—we reimagined it as a living, interactive system embedded into the ownership experience.
Yet, 68% of its drivers were unaware of the exciting features that were available to them.
Why? Because 75% of Audi owners never opened any of the 1.7 million owner's manuals printed each year.
Owner’s manuals, designed by engineers to meet legal standards, often fail to achieve a simpler yet crucial goal—being truly useful to the people who actually drive.
Audi needed a simple, intuitive solution to help drivers unlock the full potential of their vehicles.
With Audi Reader, we didn’t just update the manual—we reimagined it as a living, interactive system embedded into the ownership experience.
Creative Idea
Audi Reader turns the car into its own manual.
Using image recognition, drivers simply scan any part of their vehicle—buttons, indicators, displays—and instantly receive clear, useful information. No need to search through a 400-page booklet. This intuitive tool not only makes technology more accessible, but it also transforms the experience of owning an Audi. By blending AI with functional design, Audi Reader closes the gap between innovation and everyday use.
While brands race to add complexity, Audi simplified the most overlooked—and outdated—part of the driving experience. For the first time in decades, the car manual was completely reimagined. Not as a book, but as a smooth digital interface.
Using image recognition, drivers simply scan any part of their vehicle—buttons, indicators, displays—and instantly receive clear, useful information. No need to search through a 400-page booklet. This intuitive tool not only makes technology more accessible, but it also transforms the experience of owning an Audi. By blending AI with functional design, Audi Reader closes the gap between innovation and everyday use.
While brands race to add complexity, Audi simplified the most overlooked—and outdated—part of the driving experience. For the first time in decades, the car manual was completely reimagined. Not as a book, but as a smooth digital interface.
Insights & Strategy
68% of Audi drivers were unaware of many features in their cars, and 75% never opened the printed manuals. Research revealed a paradox: drivers were surrounded by cutting-edge tech—but unaware of how to use it. Manuals went unread while customer service calls rose by 23.8% in 2024. One in five could have been resolved by reading the manual.
Our insight? Complexity was blocking connection. Audi Reader was created to simplify the experience—combining image recognition with live support to turn any button or function into an instant answer.
This wasn’t just about reducing friction. It was about transforming the manual into a gateway to deeper brand value. The strategy focused on a single insight: people engage more when information meets them in their world, not the brand’s. Audi Reader became the bridge—intuitive, contextual and useful—turning everyday questions into smarter, more satisfying moments behind the wheel.
Our insight? Complexity was blocking connection. Audi Reader was created to simplify the experience—combining image recognition with live support to turn any button or function into an instant answer.
This wasn’t just about reducing friction. It was about transforming the manual into a gateway to deeper brand value. The strategy focused on a single insight: people engage more when information meets them in their world, not the brand’s. Audi Reader became the bridge—intuitive, contextual and useful—turning everyday questions into smarter, more satisfying moments behind the wheel.
Execution
We captured over 10,000 photos of 27 Audi models to build a visual database of every button, dial, and display.
Each image was tagged and linked to its corresponding manual entry, training an image recognition engine to “see” inside any Audi.
The power of AI-driven image recognition allowed drivers to scan any feature they didn’t understand and instantly receive a personalized explanation. This solution made the manual more accessible by adapting to different models and driver needs, providing immediate answers through visual recognition.
Integrated into the Audi app, no external downloads were required.
A live support feature connected users to 185 trained advisors across 164 Audi service centers, along with roadside assistance when needed.
Audi Reader transformed every question into a valuable brand moment, enhancing user experience. With over 1.2 million queries, the tool scaled successfully, demonstrating the value of AI in improving brand utility.
Each image was tagged and linked to its corresponding manual entry, training an image recognition engine to “see” inside any Audi.
The power of AI-driven image recognition allowed drivers to scan any feature they didn’t understand and instantly receive a personalized explanation. This solution made the manual more accessible by adapting to different models and driver needs, providing immediate answers through visual recognition.
Integrated into the Audi app, no external downloads were required.
A live support feature connected users to 185 trained advisors across 164 Audi service centers, along with roadside assistance when needed.
Audi Reader transformed every question into a valuable brand moment, enhancing user experience. With over 1.2 million queries, the tool scaled successfully, demonstrating the value of AI in improving brand utility.
Results
Launched in Spain on January 20, 2025.
Audi Reader has unlocked a new communication channel that connects the customer with after-sales.
Generating 13,498 new Audi app downloads.
Fueling over 1.2 million inquiries.
Producing 59,124 interactions with Audi after-sales advisors.
Create long-term brand growth:
Besides offering an innovative tool that sets Audi apart from its competitors, it delivered a strategic impact:
- 17.2% reduction in Customer Service calls related to incidents.
- 11.4-point increase in the Customer Satisfaction Index.
Source: GA4 dashboard monitoring metrics linked to Audi Reader.
Audi Reader has unlocked a new communication channel that connects the customer with after-sales.
Generating 13,498 new Audi app downloads.
Fueling over 1.2 million inquiries.
Producing 59,124 interactions with Audi after-sales advisors.
Create long-term brand growth:
Besides offering an innovative tool that sets Audi apart from its competitors, it delivered a strategic impact:
- 17.2% reduction in Customer Service calls related to incidents.
- 11.4-point increase in the Customer Satisfaction Index.
Source: GA4 dashboard monitoring metrics linked to Audi Reader.
2026 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Spain / Barcelona
Art Director
Nico Farina
Nuria Pujol
Mireia de Lastres
Chief Creative Officer
Roberto Fara
Group Creative Director
Fran Arguijo
Executive Creative Director
Tomás O'Gorman
Noelia Fernández
Global Chief Creative Officer
Liz Taylor
Account Director
Andrea Palacios
Account Executive
Sara Farrés
Adriana Tomás
Audi CRM & BI Manager
Emma Castells
Audi Loyalty Service Specialist
Carla Perera
Audi Project & Programs Manager
Marta de Andrés
Experience Design Team Lead
Gabriel Pangua
Innovation & Technology Partner
Lorenzo Spadoni
Tech Lead
Ismael Luque
Web Developer
Juan Luis Pérez
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