Tonic was tasked with launching the new Audi Q2 SUV in the Middle East. The Audi Q2 is unlike any other SUV, it is a urban car with sharp edges and a unique character and it was targeted to a younger demographic. The insight was that the target audience feels they can do it all, they don’t want to be labeled, because they can fit in every box.
We came up with an activation that spoke directly to the target audience, but also worked with the fact that the Q2 wasn’t going to be available at the time of launch. The #Untaggable Audi Q2 activation campaign familiarized consumers and local influencers with the shape and size of the car through various sculptures. Through digital, PR and an event activation, the campaign gained a lot of attention and helped acquire significant qualified leads.