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  • Lotus 1
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#ITSNOTFORYOU

Client: Lotus Cars
Brand: Lotus Evora

Challenge 
How do you launch the new Lotus Evora 400 to ultra competitive ‘city boys’ who already get bombarded by supercar brands with far superior budgets?

Solution 
We told them it doesn’t matter how wealthy you are, if you don’t possess the skills needed to handle the new Evora 400 then #itsnotforyou.

We developed an agility and reactions game based on the method the Air Force uses to test its pilots. Working with Bloomberg we created in-banner gamification, reaching our audience where they spend 12 hours a day. Only successful scores allowed their journey with Lotus to continue – while fails were ‘taunted’ to try again.

At the microsite players could compete against financial hubs all over the globe with successful scores accessing more hidden Lotus content and pre-launch test-drives. Finally, to expand reach we tracked our players online – finding lookalike profiles to serve our #itsnotforyou challenge up to.

Results 
We have built a fantastic pipeline of prospects since the launch at the Geneva Roadshow ahead of its arrival in showrooms. 

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