Vauxhall were looking to exploit the summer months to encourage pre-ordering of Tigra through pre-launch activity online. Tigra is a strictly 2-seater car so it becomes very important to choose carefully what you use the 'other' seat for. This became the crux of the creative strategy. Overlays and online illustration provided a distinctive Tigra style and differentiated the work from traditional car advertising. Each execution was carefully matched to the sites and audiences.