Audi Merged Its Car Owner Manuals with Seven Novellas on World Book Day
Grace Mahas — May 15, 2024 — Autos
On World Book Day this year, Audi Spain took a creative approach to the common issue of unread car owner's manuals. Teaming up with Penguin Random House, the German automaker introduced 'Novelas de Manual,' a unique project that combined dry, technical manuals with engaging novellas. Seven prominent Spanish authors were tasked with writing original fiction pieces that seamlessly incorporated specific words and phrases from Audi's manuals.
The outcome is a collection of stories ranging from gripping World War II narratives to reflections on modern romance. Each story features highlighted words that allow readers to jump to explanations of their vehicle's features and functions. For example, in the story "The Day Alicia Sabater Died," a segment connects to information about replenishing brake fluid.
This innovative campaign was developed for Audi by Ogilvy and marks the fourth consecutive year that Audi and Ogilvy have celebrated World Book Day with literary projects. Previous initiatives included crowdsourcing stories that hadn't yet been written and transforming customer service anecdotes into fictional narratives. By merging literature with technical knowledge, Audi and Penguin Random House have found a novel way to make car manuals more engaging and informative.
Image Credit: Audi Spain
The outcome is a collection of stories ranging from gripping World War II narratives to reflections on modern romance. Each story features highlighted words that allow readers to jump to explanations of their vehicle's features and functions. For example, in the story "The Day Alicia Sabater Died," a segment connects to information about replenishing brake fluid.
This innovative campaign was developed for Audi by Ogilvy and marks the fourth consecutive year that Audi and Ogilvy have celebrated World Book Day with literary projects. Previous initiatives included crowdsourcing stories that hadn't yet been written and transforming customer service anecdotes into fictional narratives. By merging literature with technical knowledge, Audi and Penguin Random House have found a novel way to make car manuals more engaging and informative.
Image Credit: Audi Spain
Trend Themes
1. Literary-integrated Manuals - Audi's collaboration with authors to embed technical details into engaging novellas unveils a new way to captivate users and convey complex information.
2. Interactive Storytelling - The initiative to interlace fiction with functional car manual content spotlights an emerging trend where storytelling enhances user engagement and product understanding.
3. Brand-culture Collaborations - Audi's partnership with a renowned publishing house exemplifies the growing trend of cross-industry collaboration to create culturally enriching product experiences.
Industry Implications
1. Automotive - The automotive industry can leverage literary-integrated manuals to transform their traditionally dry user documentation into compelling reading material.
2. Publishing - The publishing industry sees new horizons as it collaborates with diverse sectors, offering creative content that serves practical purposes.
3. Advertising - The advertising industry is witnessing a shift towards campaigns that merge entertainment and education, providing multifaceted value to the consumer.
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