The 2015 Volkswagen Touareg didn't undergo many cosmetic changes. It was still however a seriously luxurious SUV with serious off-road capabilities. We needed the journalists to get excited about the vehicle in order to help drive future sales.

Based on the insight that off-road vehicle owners seldom go off-roading, we created the Instant Off-Kit, which gets you to the Serengeti and back in less than 5 minutes. A cheeky DM piece Volkswagen style. With numerous props, it helps you disguise your comfortable Touareg as if you'd been roughing it in the wild. Other elements of the kit help you tell a good, adventurous story.

The kit sparked a lot of conversation and positive responses. Given to journalists at the launch event it cost us a total of 1800$. Overall, it generated 104,121$ in off-line media with 28 pages including cover mentions. The kit is now also being featured on numerous websites further creating awareness for the car and the brand.