How Lotus Cars doubled their market overnight
The Brief
Lotus Cars wanted to broaden the appeal of their expanding model range and target specific groups of new customers.
Milestone was commissioned to create a Global Advertising Toolkit, aimed at different lifestyle groups, for each model in the range.
For the first time in the marque’s history, Lotus focused specific marketing messages at both male and female drivers.
Our Approach
Our first step was to establish a proposition for each model that would appeal to specific customer groups that Lotus had identified. We knew that Lotus traditionally appealed to a male biased, technical, car enthusiast market. But now was the opportunity to give the brand wider appeal. To do so, we developed a new conversational tone of voice and brand architecture using photography, colour, texture and layout. To engage the specific audiences, we selected ‘hero’ portrait photography to go with each car. Combined with the new copy style it gave each car a unique personality.
Supporting literature was designed firstly as electronic brochures to read well on screen and as downloads. Digital print versions were also produced in short runs to provide cost-effective and flexible hard copies for customers.
The toolkit was supplied on DVD to dealers worldwide. We also produced new model launch materials for limited edition versions of the Elise and the new 2010 Elise launched at Geneva Motorshow.
Outcomes
Dealers loved the new toolkit and the ability to target new types of customers. By identifying new propositions for each model dealers were able to sell cars more effectively.
By using a clever mix of studio, stock and retouched photography we were able to avoid expensive location costs and deliver a set of high-end materials for a very modest budget.
Project Scope
Print & online advertising
Brochures
E-shots
Point of sale
Copywriting
Photography art direction
Retouching
Direct marketing
