Audi Vietnam Redefines Car-Buying with Neuroscience and ‘Truly Audi’ Campaign

Audi Vietnam is redefining the car-buying experience with an innovative new campaign for the 2024 Q8. This campaign challenges the traditional process of choosing a car by using EEG (electroencephalogram) technology to measure buyers’ emotional responses while interacting with the vehicle.

Instead of focusing only on practicality, Audi Vietnam’s campaign shifts the conversation to emotional authenticity. Potential buyers, using a specialized headset, experience the Q8 firsthand — from the steering wheel to the interior, even taking it for a test drive. As they engage with the car, EEG technology tracks their real-time brain activity, analyzing their excitement, attention, and interest. This process helps determine if the Q8 truly resonates with them, ensuring that only those who have a deep connection with the car are considered for ownership.

The initiative, led by the creative agency Happiness Saigon, emphasizes the idea of compatibility between the car and the buyer. “Rather than the owner choosing their car, we let the car choose its owner,” says Jazz Tonna, Creative Director at Happiness. Audi Vietnam’s Managing Director, Ferry Enders, adds, “We want our customers to feel the Audi DNA and instantly know when the Q8 is their perfect match.”

Through this campaign, Audi Vietnam is taking the guesswork out of choosing a car, encouraging potential buyers to focus on emotional connections and compatibility rather than just numbers and practicality. This groundbreaking use of EEG technology in the car-buying process makes the decision both personal and emotional, ensuring that the Q8 finds the right owner.

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