Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


Lotus Evora 'Faceless People'

Lotus Evora 'Faceless People'

When Lotus launched its first new car in over 10 years the company looked to CMW to create a buzz worthy of the supercar

At the start of 2008, communications agency CMW was appointed to launch the Evora, the first vehicle from supercar brand Lotus in more than a decade.

Lotus had always been positioned as an exciting high-end brand for car lovers and so CMW needed to build that same sense of buzz and anticipation for the launch of the company’s newest model.

The car was due to launch on in July at the 2008 Motor Show in London and before that, both the design and the name of the car had to be kept top secret. Until that time, the vehicle was simply known as ‘Project Eagle’.

With budgets tight, CMW needed to generate a disproportionate amount of publicity around the launch of the Evora. A traditional advertising approach was dismissed in favour of a ‘buzz’ campaign that would provide better value for money by generating free publicity through PR and editorial coverage.

CMW’s research found that the key target consumer for the Lotus Evora valued their individuality and would express this through their lifestyle choices, opting for brands which reflected these values and might sit outside the mainstream. The launch creative work would therefore focus on the idea that the Evora offered a more individual and unusual automotive experience for a special type of consumer.

Lotus played on this concept of ‘individuality versus the mass market’ by developing a campaign built around the tagline: ‘True character in a faceless world’. CMW came up with an idea based around ‘faceless’ people; models wearing specially designed latex masks and black suits designed to highlight the contrasting individality and character of the Evora.

The agency worked with consumer lifestyle and experiential specialists Focus PR to source and place these unsettling faceless people at high profile events around the UK, including Wimbledon, Henley Royal Regatta, Elton John’s White Tie & Tiara Ball and Sex and the City star Kim Cattrall’s visit to London to open Harrods’ Summer Sale.

This experiential work was backed up by a microsite and search campaign, meaning that when ‘faceless people’ and other similar terms were searched for on Google, the top result directed users to, where a countdown timer ticked backwards towards the unveiling at the Motor Show. At the bottom of the page was a discreet Lotus logo.

On July 22nd, visitors to the site could watch the live unveiling of the new car through the microsite. The stream showed the faceless people surrounding the as yet still-covered car, only for them to disperse as it was revealed.
Once the launch had been completed, the microsite turned into a fully functional website for the Evora, featuring video footage, specification details and downloadable and streamed content including video footage of the car, images and wallpapers.
Visitors to the site both pre- and post-launch could also sign up to receive more information by email and post launch, could also use the site to register their interest in buying an Evora.

The appearance of the models generated a considerable amount of interest and coverage. Footage of the faceless people at these events appeared on YouTube and the phenomenon was covered on blogs and social networking sites around the world.
As well as this, the mainstream press picked up the story and it was written about in the Telegraph, the Daily Mail, the Metro, and on BBC Radio 2 and in other leading media.

ABC News in the USA also carried a two minute editorial on the phenomenon in early July. On this day, ‘faceless people’ ranked among the most searched-for terms in the US.

In total and excluding coverage on blogs, the campaign generated 250 unique articles with a combined circulation of more than 290 million people over the six week period.

In the first two days following its launch alone, the microsite received over 100,000 unique visitors, ‘faceless people’ topped Google’s natural search results and 25% of Lotus’ order book target was achieved.

free viagra samples coupon coupon for viagra viagra discount coupons online
how much is the abortion pill read where can i get an abortion pill
discount prescriptions coupons link printable coupons for cialis
medical abortions read abortion clinic
abortion research paper open abortion doctors
bystolic generic bystolic discount card generic for bystolic
discount coupon types of abortion procedures surgical abortion
discount prescriptions coupons prescription card discount
abortion clinics houston link how does the abortion pill work
free prescription drug cards free prescription discount cards
forest laboratories patient assistance bystolic discount coupon forest patient assistance
gabapentin and hydrocodone high gabapentin and hydrocodone high gabapentin and hydrocodone high
side effects of abortion pill site post abortion
renova renovation nyborg renovation vejle
coupons cialis prescription transfer coupon coupons cialis
coupon for prescription cialis coupons free cialis manufacturer coupon 2016
viagra recenze viagra recenze viagra prodej
priligy hinta priligy 60 mg
abortion pill online first trimester abortion pill low cost abortion pill

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.