Project Details

Category

Events

Client

Volkswagen

Timeline

September 2016

Project Brief

The New VW Tiguan, also known as ‘the all connected car’, had to present on the Bulgarian market its innovative Car-Net feature. We had to demonstrate its power for a remote navigation and route setting.

TIGUAN BLIND DATES – THE ALL CONNECTED CHALLENGE

We replaced standard media content based on press releases with first-person stories. We invited media journalists to experience Tiguan by rushing into a journey, leaded only by its navigation. Based on the „pass-it-on” approach, every media passed a unique and provocative route to their colleagues from another media through Car-Net. Everyone was free to create unique content – video, text, podcast or itinerary. Everyone had an exclusive and novel destination.

EXECUTION:
1 month - 3 videos, 8 online, 3 print, 3 radio spots, 16 unconventional „stops” across Bulgaria and 2 681 km later, we infected various media audiences of over 50 000 people with the desire to check out the new VW Tiguan with Car-Net.