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The #untaggable Event

Audi AG, Launch Event Concept for the Audi Q2, 2016

Why

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.

How

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.

What

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.

Audi AG Launch-Eventkonzept für den Audi Q2 2016

The #untaggable car in the #taggable room. As soon as the visitor tries to place a #tag on the vehicle, a warning sounds that stops him tagging the vehicle. The #untaggable Q2 stands out in the #taggable room.

Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016

The #untaggable car in the #taggable room. As soon as the visitor tries to place a #tag on the vehicle, a warning sounds that stops him tagging the vehicle. The #untaggable Q2 stands out in the #taggable room.

Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016
Audi AG Launch-Eventkonzept für den Audi Q2 2016

Visitors are given stickers with all sorts of hashtags, often individual, and can stick these around the #taggable room. The room thus continues to develop and every individual’s own creativity becomes part of the design.

Skills

Conception, Scenography, Event communication, Exhibit development, Digital product development