THE CHALLENGE
Reaching a Gen. Z audience and promoting the new iX1 as a future-ready ride to consider.
THE APPROACH
Everybody loves cool designs and pimped-out cars. To make them even more appealing, we let our target groups’ heroes collaborate with upcoming digital artists in an entertaining show format.
THE CAMPAIGN
The campaign featured making-of videos, Instagram and Twitter activations, and a fan vote for the Team Car of the Year.
