From May to October 2016, we were at the four German IRONMAN races and four different surf events. On board: the #sportsgarage as a presentation space and living room – supplemented by raffles, photo campaigns, test drives and vehicle advice in a credible environment. And with a five-meter high social media wall as an eye-catcher, digital meeting point for the community and live medium for competition results.

The figures: 5,720 vehicle consultations, 487 test drives, over 12,000 posts on the Social Media Wall, 4,227 competition participants on site, a reach of over 32 million people. The result: completely new brand experiences for a new target group – and a much-copied logo lettering.