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Built with Excitement
Built with Excitement launches the all-electric ID. Cross compact SUV across roughly 20 European markets by trading range and charging stats for pure emotion. A two-minute product film shot inside the Gläserne Manufaktur in Dresden introduces a fictional "Chief Excitement Officer" whose only job is to run a Customer Excitement Check on the new car; while nervous staff with clipboards wait for a verdict, he fires up "I'm So Excited" by The Pointer Sisters on the car's display and dances through the reveal. The character carries on across a campaign platform of key visuals shot around Lisbon ("Introducing: Excitement", "Engineered for goosebumps", "Thrill called, we answered.", "Handle with enthusiasm."), plus web, TikTok and social content timed to the start of international pre-sales.
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