On the occasion of the launch of the new Volkswagen Taigo, we have created an event-based music label.
The brand, wishing to address a new target, expressed itself in a new field of expression.
The setting up of a real music label was the trigger for innovative activations and services, namely: The setting up of a sound studio in a car dealership to cast the young talents & the development of a dedicated digital platform.
This device went through 2 phases: The registration of the talents to participate in the casting & the voting of the general public for the 10 finalists selected by the musical jury.
Using the car as a studio was also a good way to show the space capacity of the vehicule.