For the launch of the Volkswagen Touareg in 2015, this promotional campaign conveys an authentic brand experience. The main objective was to get journalists excited about the vehicle in order to help drive future sales. An “instant off-road kit” was developed, which matches the serious off-road capabilities of the luxurious SUV. Overall, it has generated advertising presence in offline media with 28 pages including cover mentions. The kit is also featured on numerous websites, further creating awareness for the car and the brand.