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Publicis Singapore deploys wearable tech to gauge emotions from a ride in Audi sports car

Ad agency Publicis has turned to wearable tech to engage consumers in Singapore with Audi sports cars.

Consumers and celebrities were kitted out with Microsoft wrist bands to measure their heart rate and skin moisture levels to gauge their responses to being driven in an Audi sports car.

Consumers could see how they were responding to the ride in a Audi R8 V10 with an Emotion Dashboard. The activation, involving a specially re-created race track, is to run until 22 May.

The activation comes five months after Audi launched A Drive Back in Time, a mobile app that gave Singaporeans a virtual tour of Singapore in 1965 while being driven in an Audi A6 as part of its SG50-commemoration brand push.

The idea is similar to one created in Australia for Lexus in July last year. M&C Saatchi came up with the world’s first car with a heartbeat. A car was fitted with biometric technology and took information from a heartbeat monitor connected to the driver and sends it to a control board in the rear of the car. This prompted electro-luminescent paint to display in an animated pattern on the outside of the car.

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