ABOUT

Challenge:
Bugatti, a brand with no equal, a self challenger, constantly pushing the boundaries of what is possible. So exclusive, most of us will never see a Bugatti and can only imagine what it might be like to actually drive or even own one.

As the brand prepared to begin a radically new, more aggressive, chapter the challenge was to generate online buzz and lead social communication in the lead up to the launch of the new Gran Turismo Bugatti Vision car.

Outcome:
The #imaginEBugatti campaign hashtag was released simultaneously across social networks with the EB for Ettore Bugatti also causing buzz amongst fans.

The campaign launch video, teased the new, more aggressive, approach for the iconic brand. Without giving away a visual of the car, it left the possibilities up to the imagination culminating with the roaring sound of the new engine. Fans we’re asked to imagine the impossible, leading to speculation through social interactions and a whole lot of free PR.

The website collated all drip fed content allowing users to easily follow or share any updates. New content was released daily, communicating the powerful links to racing heritage, and Bugatti’s unparalleled attention to detail.

This built up to the full visual reveal of the car and an announcement that a real Vision car had actually been built. Fans worldwide eagerly awaited the grand reveal of car at the Frankfurt Motor Show.