How do you launch a car that goes by the ‘unconventional’ personality and it is communicated as something that cannot fit into any box or confide in any stereotype? You organise an event that goes by the same adjective as the car: #untaggable. The goal was to create an audiovisual experience; something that people could interact with and live the car’s attributes, #fashion, #design and #music and on top, to create massive awareness and buzz. And oh, did we did that! By inviting influencers and VIP’s to the event and by enabling conversations online through the #untaggable we managed to get countless posts and tens of thousands of comments and likes. The extensive media coverage of the event and the car paved the road to our ATL launch campaign.