Tiggo 8
When a Problem Became a Way Closer to the Customer
2025
An event that turned an apology into an experience — and rebuilt the brand–customer relationship.
When a batch of Tiggo 8 cars developed a fault, the issue was never just a technical fix; part of the brand's relationship with its customers was at risk.
Instead of a simple apology, Donoghteh proposed building a genuinely different experience for the buyers — an event designed to make customers feel heard, and to show the brand standing beside them.
We designed and ran a varied programme: a well-loved host, entertainment and magic performances, interactive segments and hands-on experiences that pulled the event well away from the tone of a formal apology ceremony.
In the end, what could have become a negative customer experience turned into an opportunity for direct engagement, genuine goodwill, and a rebuilt relationship between brand and customer.