Audi Australia, Apparent launch ‘Feel Every Second’ F1 experience hub ahead of Grand Prix debut in Melbourne

Australia – Audi Australia has introduced a new digital experience hub to coincide with the brand’s upcoming debut in Formula 1 at the Formula 1 Qatar Airways Australian Grand Prix 2026. Developed in collaboration with Audi’s digital and customer experience partner, Apparent, the platform is designed to build momentum ahead of the March event under the campaign theme “Feel Every Second.”

The online hub offers Audi customers and fans access to event updates, motorsport heritage content, and registration for the brand’s exclusive trackside suite.

Nick Lim, CRM and loyalty senior executive at Audi Australia, said: “Our entry into Formula 1 is a milestone for the brand, and with our very first race happening here in Australia, we’re pleased to give Audi owners and fans the chance to join us at our exclusive trackside suite. The online experience captures that excitement, enabling fans to secure their tickets for this historic first lap and three days of adrenaline-filled racing.”

Apparent led the creative and experience design for the site, drawing on Formula 1 visual cues and Audi’s branding.

Cristina Douglas, creative director, experience design at Apparent, said, “As we crafted the site, it had to feel unmistakably Audi: premium, modern and technically precise. We drew on Formula 1 dashboard cues and a powerful tech-driven aesthetic, and built an interactive multimedia timeline that brings Audi’s racing heritage to life.”

The experience incorporates Audi’s design ethos while highlighting the brand’s motorsport legacy dating back to 1906. It also includes a registration portal for the trackside suite and event information.

Nick Reid, general manager marketing at Audi Australia, commented, “Formula 1 is fuelled by performance and progress, and so are we. From the race itself to the trackside experience to the digital ecosystem surrounding it, the result speaks for itself.”

Built using Next.js, HTML5 and custom CSS, the site was developed to provide a streamlined, interactive user experience.

Hamish Stewart, chief creative and experience officer at Apparent, commented, “The site brings together Apparent’s world-class visual, UX and tech capabilities, with the team delivering everything from premium front-end design to a custom ticketing system in the back-end. It’s the embodiment of our ambition to make an impact in everything we do.”