Audi Vietnam Uses Neuroscience to Redefine the Car-Buying Journey

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 specialised 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, analysing emotional responses such as excitement, attention, and interest. This unique 'test' reveals whether a driver genuinely resonates with the Q8 - ensuring that only those who are truly impacted prove worthy of ownership.

Led by Happiness Saigon, the creative agency behind this initiative, the campaign shifts the car-buying narrative from practicality to emotional authenticity. “Instead of the owner choosing their car, we also let the car choose its owner,” explains Jazz Tonna, creative director at Happiness. “With EEG technology, we can offer buyers a new deciding factor when buying a car: compatibility.” Ferry Enders, managing director of Audi Vietnam, adds, “We want our customers to feel that Audi DNA and know instantly when the Q8 is their perfect match.”

Through this innovative EEG journey, Audi Vietnam takes the guesswork out of choosing the perfect car and places emotion at the centre of the decision-making journey. “Step into the Q8 and let your emotions be the guide - Audi Vietnam invites you to join this experience to discover a deeper connection with every turn and reveal if you are truly Audi," Ferry concluded.