Launching the new Lotus Evora 400 into the super-competitive supercar market
How do you launch the new Lotus Evora 400 to ultra-competitive bonused bankers who already get bombarded by supercar brands with much bigger budgets?
We told them it doesn’t matter how wealthy you are: if you don’t possess the supreme agility needed to handle the Evora, then #itsnotforyou. Using a partnership with Bloomberg, and pilot training techniques borrowed from the RAF, we created an intense agility challenge that truly tested Europe’s city boys. They had to survive for 7 seconds – a very, very long 7 seconds. Only the successful could request a pre-launch test drive and spend more time with exclusive Evora content.
From a standing start we generated Europe-wide press and car blog coverage and over 5,000 quality leads. Significantly, 1 in 4 of those who achieved high scores and a position on the leaderboard (through dedicated game playing) went on to request a brochure or test drive.