Bugatti’s are one of the few products that sell out before production even begins. But, after a ten-year draught without any new product to talk about, fan engagement was at an all time low. So Bugatti needed to ensure that they were still considered the most coveted supercars in fifty years to come.
And for most, Bugatti’s are an unattainable dream; a poster on the wall in their home; a figment of their imagination. But we had a strategy to turn the brand’s inactivity into an advantage. By drip-feeding social content full of hints, clues and Easter Eggs we utilised the mysterty of the unknown and inspired a future generation of fans and owners to imagine the new Bugatti before they’d even seen it.