Audi is launching an Augmented Reality (AR) app called Audi Vision, so one can bring its brochures to life. The app will initially allow users to indicate their mobile device on the car maker’s spring 2013 price and specification guides, and take an image so as to unlock the static pages of the brochure, triggering additional content inclusive of video, sound, hotspots and extra pictures and text.

Consumers will then be capable to look (virtually) under the bonnet in their chosen model, hear the engine roar, experience the ride from behind the wheel, and appreciate the bodywork from all angles, in addition to boning up at the specification. And once the app has taken a grab from a specific brochure, it not requires a knowledge connection to have interaction with the AR content.

Audi Vision could be applied around the brand’s brochures – covering all models – and can become available across multiple media sooner or later. It’s been designed for Audi by mobile marketing and tech firm, Somo.

“Audi Vision is the foremost innovative digital project we’ve undertaken to this point,  and most significantly, it supports a key developing trend in marketing; the overlap between digital and CRM,” said Hugh Fletcher, national digital manager for Audi UK. “Applying Audi Vision to our brochures is simply the start. In the course of the coming years, we’ll be using the Vision platform across a broad spectrum of selling channels, augmenting printed materials, digital content and in-Centre collateral to permit Audi fans to actually get under the surface of our cars.”