Challenge: To introduce the new Tiguan to the market and drive customers’ interest before the launch. Drive sales while there is no possibility to see or touch the real car itself.
Idea: The new Tiguan. Untouchable until May 26. We created media buzz and wow-effect by a non standard ambient concept and teased customers’ curiosity and invited them to touch the new Tiguan digitally before it was revealed during the presentation events. Cranes were set up in the Baltic states capital cities - Riga, Vilnius and Tallinn to grab the audience’s attention. 3 covered real cars were hanged on the tallest 90 tonnes cranes for 96 hours. Before the launch event and simultaneous landing of the new Tiguans, the only possibility to touch them was online. 24/7 live stream of the hanged cars was provided to tease customers’ curiosity by challenging them to touch the new Tiguan digitally and watch the launch events broadcasted in order to generate leads and pre-orders through the campaign website and Volkswagen dealerships.
Advertising Agency: Independent, Riga
Creative Director: Michael Zvegintsev
Creative Strategist: Kristofers Sics
Art Director: Michael Zvegintsev
Copywriter: Danylo Torbovskiy