Earlier this year, Volkswagen India announced that it has dedicated 2021 as the year of the Taigun. In order to create a buzz about the newest entrant in the mid-size SUV segment, the brand created a one-of-a-kind activation that vividly brought to life the personality of the car in the capital city of New Delhi.
Spread over four days leading into the launch, Volkswagen orchestrated a spectacular light and sound show at Central Park in New Delhi’s commercial district Connaught Place. The dynamic show represented the different facets and colours of the Taigun, and mesmerised viewers who were watching the display both in person and through the livestream.
To pull this off, a robust grid comprising 2500 LED pixel balls was specifically designed and developed in collaboration with overseas partners. The dynamic canvas took over 144 hours to construct on the rain-swept, open-air surface of Central Park, and was then programmed to precision to produce millions of light and colour combinations in sync with the accompanying music. In addition, towers as high as 70 feet were also installed around the venue to support cameras and broadcast paraphernalia required to stream the spectacle worldwide.
After teasing the new car for over a year, it was only fitting for the brand to have an extraordinary launch. The brief for the activation was to create a high impact, engaging activation that represented the bold and dynamic features of the SUVW.
The show was complemented by live performances by contemporary artists such as When Chai Met Toast, Bandish Projekt, Kings United and Raghav Meattle.
An immersive 360 degree audio visual experience was also crafted by Showtime for the audience and virtual participants. The room consisted of 2500 sq. feet of LED screens, surround sound, and over 90 minutes of content designed to showcase Volkswagen’s new product.
However, it was the unveiling sequence that stole the cake where the virtual showcase of the Taigun seamlessly extended into the real SUVWs emerging from the screen.
With Taigun Spotlight, Volkswagen India successfully created excitement for the launch, built awareness, and drove consideration for its latest model.