The VW Tiguan should be out there off-roading in the wild, not stuck on a webpage. So we made the car disappear from VW's official website. When people tried to click on the car on the site's menu or search for it, a "Not Found" landing page appeared. From there, users could launch a Pinterest page where they could see pictures of the car enjoying its life on the outside. In addition, on Facebook, the Tiguan was nowhere to be found, leaving VW fans with fun, tongue and cheek messaging. The idea generated tons of buzz in Brazil. So much so, VW decided to use the stunt in many other markets across the globe.
'Tiguan Not Found'
Digital / Social