The basic idea for the global Audi Q2 launch event was to make the car literally untaggable, reflecting its uniqueness. The event comprised two elements: the “untaggable Q2” and a “taggable room”. The latter featured many different objects inside, all of which could be tagged by visitors during the event. Only the Q2 was untaggable to emphasise the core idea of the campaign. The categories for the displayed objects within the taggable room were defined by the interests of the target group, such as design, fashion or music. The Audi Q2 is protected from tagging by a security zone realised through electronic equipment and an alarm that hinders guests from tagging the car.