Starting point
A new model for a young, urban audience was meant to be experienced, not just advertised. Classic launch campaigns end with a click on “book a test drive” - interest gets lost in between, and after the launch little remains that makes people come back.
Our concept
We developed an experience concept that connects three layers:
- Immerse: digital stories and challenges in the real city open up the model’s world.
- Accompany: an AI companion guides from first interest to the test drive - in conversation, with recommendations and clear next steps, by voice if desired.
- Stay engaged: community mechanics with unlockable experiences, visible status and rewards give people reasons to return.
For each layer we defined the building blocks that carry the experience - conversation, discovery, guidance, personalisation, test drive - and how success can be measured: qualified leads, test drives, purchase intent.
What we focused on in the concept
- One hero instead of many channels. At the centre is a companion that carries interest from start to test drive; everything else feeds into it.
- The test drive as a goal, not a form. Booking by conversation or voice, the test drive itself as a guided audio experience.
- The audience’s atmosphere. City at night, mobile use, short formats - the visual language follows people’s everyday life, not the brochure.
- Measurable from day one. Each layer is linked to an effect so the concept becomes a manageable initiative.
Result
A consistent experience concept with clear building blocks, priorities and KPIs - as the basis for implementation and budgeting.
* Case study: we did the concept work
