The previous iteration of the 'Orange Tag Days' event lacked traction because it relied on standard, tired dealership tropes. When our client challenged us to revive it, I knew we had to flip the entire concept of a 'tag' on its head. Instead of clean, corporate sales stickers, I pitched a grit-infused, high-energy take rooted in street-art culture.

My team crafted custom logos that mirrored authentic graffiti tagging. To build intrigue before the official launch, we developed a guerrilla teaser strategy, showing how the brand would seemingly 'vandalize' its own traditional billboards with spray-painted orange overlays, instantly capturing local attention and creating organic market mystery.

To anchor the weekend event in genuine local arts culture, I researched partnerships with regional muralists. During the event, the public would be handed custom-branded spray cans to help fill in and tag a mural alongside the artist. This turned a corporate sales event into a collaborative landmark piece of public art.

Other campaign ideas included:
- Temporary sidewalk chalk art and vibrant window clings to tease the campaign outside local downtown businesses, partnering with local storefronts to offer co-branded community giveaways and gift cards.
- Traditional windshield stickers were replaced with custom, die-cut graffiti tags, making the physical vehicles on the lot look like an intentional outdoor art gallery.
- A massive weekend block party at the automall featuring music, food, and custom-branded apparel merch (hats, tees, koozies).