The general idea for the Audi Q2 launch event is to make the car literally #untaggable. While everything in the room gets tagged the Q2 is protected by a security zone (realised through electronic equipment) which uses an alarm to stop guests tagging the car.

The Audi Q2 #untaggable event consists of two main components: the #untaggable Q2 and the #taggable room. The #taggable room can be tagged by the audience. The categories for the displayed objects within the room are defined through the interests of the target group (#design #food #fashion #music #technology). Only the Q2 is untaggable to emphasise the core idea oft he campaign.

The #taggable room is a white room setting with a lot of different objects inside, all of which can be tagged by the audience themselves during the event. Only the Audi Q2 is protected from tagging by a security zone.

The first implementation of the event and room concept was at the Milan Design Week 2016. From April 11th - 17th the room was set in the ground floor area of the famous Torre Velasca building in Milan, Italy.

To accompany the event various social media related movies have been recorded to generate attention to the #untaggable room before, after and live at the Design Week. Facebook, Twitter, Vine and Instagram were the main channels to reach the target audience and spread the #untaggable event.

This was just the beginning: The #taggable room is based on a new event guideline for Audi to present the new Audi Q2 consistently worldwide.

The installation in Milano, during the salone de l’Automobile has become an almost traditional event for Audi. Visited by Designers, Influencers and a large creative scene, it sharpens the Audi Brand Value and creates huge social media and online feedback. With the interactive and playful #untaggable installation Audi created an entertaining platform to translate the campaign into an experience.