Audi Vietnam tracks potential buyers’ brain activity in innovative campaign adobo Magazine [Video]

SIAGON, VIETNAM — In Vietnam, the journey to car ownership is more than just a purchase – it’s a deliberate, sometimes challenging path that demands both research and repeated test drives. For many, selecting a car is a deeply personal decision that requires time to weigh options, explore every feature, and ultimately connect with a vehicle on a meaningful level. 

To make things easier, Audi Vietnam lets potential buyers figure out if they are Truly Audi in an innovative campaign for its flagship Q8 2024. Using EEG (electroencephalogram) technology, participants’ brain activity is tracked while experiencing the Q8. 

With a specialized headset, drivers engage with various aspects of the Q8, including its steering wheel, interior, and even a test drive. At the same time, EEG technology registers real-time brain activity, analyzing emotional responses such as excitement, attention, and interest. This unique “test” reveals whether a driver genuinely resonates with the Q8 – ensuring that only those …