Audi ‘TikTok Test Drive’ Case Study 

Audi ‘TikTok Test Drive’ 

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Naledi Manama

AWARDED
20 November 2025

JUDGES COMMENT
“The Audi TikTok Test Drive campaign is just effortlessly cool. It takes something as ordinary as a test drive and turns it into a playful, thumb-driven moment that fits perfectly into how people actually use TikTok. It feels fresh, bold, and undeniably modern; the kind of idea that makes you smile because it’s so simple yet so smart.”

View WISH I DID THAT showcase

ABOUT THE WORK
The new Audi RS3 was coming. Born from the track, it’s the pinnacle of German engineering. We needed to get people behind the wheel, because 94% of people who test drive an Audi, buy an Audi. However, with digital influence, test drives have been dropping. Instead of walking into dealerships for information on cars, consumers are heading to online platforms like TikTok.

We needed to rethink how we deliver one of our most powerful conversion tools: the test drive.
So, we brought the test drive to them.

Introducing the world’s first TikTok Test Drive: An interactive ad campaign that turned social feeds into virtual test drives.

With a simple hack of TikTok’s native “phone turn” mechanic and repurposed driving footage, we crafted a simulation that mimicked the feeling of being in the driver’s seat. As the car turned, users were prompted to physically steer their phones with it. With dynamic editing and a cleverly synced orientation, the screen responded just like the road would, giving users the sensation of driving the Audi RS 3.

This wasn’t a video to watch passively. It was an experience you could feel. An interaction, right in the middle of a feed full of distractions. No dealership visit. No app download. Just a scroll-stopping moment that left users wanting more.

The TikTok Test Drive brought a traditionally physical experience into a digital space. By driving engagement and sparking real interest, 9 million virtual test drives converted into a 58% increase in real test drives – without us having to spend a thing on shooting new footage. By reimagining the role of mobile in the car-buying journey, we turned everyday scrolling into a gamified e-commerce experience that exemplified Audi’s mission to bring innovation to every turn.

“This is what innovation on TikTok looks like.” – Youssef Gadallah, Head of Brand & Creative Consultancy, TikTok METAPEE.

Take your test drive here: https://vm.tiktok.com/ZMSxgG67o/

CREDITS
Client/Brand: Audi

Agency: Ogilvy Cape Town
Chief Creative Officer: Pete Case
ECD: Mike Barnwell
Creative Partner/Copywriter: Alex Goldberg
Creative Director: Riaan Van Wyk
Art Director: Lauren Gericke
Copywriter: Hamilton Zwane
Agency Producer: Cathy Day

Production Company: 2Plus3
Online Artists: Blake Prinsloo, Joshua Adams
Editor: Luke Roode
Client Service: Julian Hendrickse, Ayoob Ebrahim, Keagan Buttress
Head of Marketing: Ricci Birchfield
Brand Marketing Manager: Tashta Bhana

Media: (Not an IDIDTHAT member)

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