The #untaggable Event
Audi AG, Launch Event Concept for the Audi Q2, 2016
With the new Audi Q2, Audi is presenting a new vehicle concept that defines itself by being indefinable. A sophisticated character with its own idiosyncrasies, maybe a little quirky. Just like its target group, which can’t be tagged. This makes both the vehicle and the target group unique. For the worldwide launch of the Audi Q2, MUTABOR developed an event guideline that underscores the indefinability of the vehicle and makes the car “#untaggable” in the truest sense of the word.
The #untaggable event consists of two main components: the “#untaggable Q2” in a “#taggable room”. The #taggable room is a completely white showroom with lots of details and accessories – also in white. All the elements in the room can be “tagged” by the visitors. The only thing that can’t be “tagged” is the Audi Q2 in the center of the room, which playfully illustrates the campaign concept: The Audi Q2 is #untaggable.
The objects and accessories in the #taggable room reflect the interests of the target group and relate to #music, #design, #food, #fashion, #technology. The Audi Q2 in the center of the room is protected by a security zone. If any attempt is made to “tag” the Q2, motion sensors and security cameras trigger an alarm and keep visitors back. And that was only the beginning: The #taggable room is part of a new event guideline from Audi for the standardized, high-profile launch of the Q2 worldwide.
Conception, Scenography, Event communication, Exhibit development, Digital product development