Brain waves meet horsepower in Audi Vietnam campaign

The following will sound more science fiction than reality. Audi Vietnam is tapping on a novel approach to selling its 2024 Q8: Measuring potential buyers' brain waves to determine if they're the right match for the vehicle.

The campaign, developed by Happiness Saigon, combines automotive presentation with neuroscience. As the Q8's engine sounds in the campaign footage, viewers see both the vehicle's features and the novel brain-scanning process that accompanies the purchase evaluation.

When interested buyers visit the dealership, they're invited to participate in an unconventional car-buying experience. Wearing specialised EEG (electroencephalogram) headsets, potential owners engage with various aspects of the Q8 whilst their brain activity is monitored in real-time.

 “Instead of the owner choosing their car, we also let the car choose its owner,” says 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.”

The campaign film alternates between familiar automotive advertising elements—exterior vehicle shots and interior features—and footage of customers being connected to EEG devices as they interact with the vehicle. The blend of traditional car advertising with neurotechnology testing presents a different approach to luxury car sales.

In Vietnam, luxury car sales are part of a growing premium segment, with a 2021 report finding that the luxury car market was projected to reach approximately $198 million in revenue, with sales expected to increase by 4,700 vehicles by 2025. German luxury brands like Audi, BMW, and Mercedes-Benz are the key players in Vietnam's premium segment. Buyers typically spend three to six months researching and comparing options before making a purchase. This extended decision-making period reflects both the significant financial investment (luxury cars are subject to high import taxes in Vietnam, sometimes doubling their price compared to other markets) and the cultural importance of car ownership as a status symbol.

Campaign's take: Gimmick or not, this is genuinely fascinating. The campaign succeeds in bringing cutting-edge technology into a real-world setting—making what once seemed like science fiction feel surprisingly tangible. This bold move, however, requires rigorous analysis. After all, luxury purchases occupy that interesting space where pragmatism meets desire. The true test lies in the data. The campaign's success will entirely hinge on whether the measured emotional responses translate into increased sales and customer loyalty. Until concrete data on sales figures and customer satisfaction is released, the impact is speculative. The integration of neurotechnology also raises ethical questions surrounding data privacy and the potential for misinterpreting multi-layered neurological data. While innovative, the long-term viability and ethical implications of this approach necessitate further scrutiny.