The term launch has never been more appropriate for a new vehicle. With the XGT, ABT Sportsline - in cooperation with sales and service partner Scherer Sport - is putting a racing car on the road. A project that is so complex that no vehicle manufacturer has ever succeeded in this form before. The Kemptner Fahrzeugmanufaktur with its engineers and mechanics is now making it possible. After a number of new developments, adjustments and individual approvals, it was up to us to support the process in terms of communication. From the name to the communication strategy and implementation in print, social media, web and moving images.
Anyone who breaks new ground in terms of content should also break new ground in terms of communication. So we decided to present the XGT in an unprecedented look: ambitious, reduced and yet 100% on brand. The texts pick up on the visual thread, which ultimately ends in a brochure, the multi-level social media concept and a highly emotional film.
