Lotus Cars UK has appointed localisation agency EMO as its lead partner to deliver quality test drive prospects for its Evora model.
Using highly targeted media partnerships as well as digital and social media activity, the programme of activity also aims to maximise consumer reach and engagement. As the focus of the campaign, EMO has created the ‘Lotus Champion’ competition through an exclusive affinity partnership with Evo magazine.
The Lotus Champion competition gives one lucky driving enthusiast the chance to win a phenomenal prize: a supercharged Lotus Evora S for a year and become a guest correspondent for Evo magazine. As Lotus Champion, the winner will be invited to share their experiences with Evo readers in a special new editorial feature titled, ‘The Lotus Diaries’, as well as take part in a series of Lotus-themed adventures including trips to racetracks, track days and driver training.
The campaign kicks off in the August issue of Evo Magazine (on sale in June). Over six months the Evo editorial team will write a number of DPS features, building awareness of the competition and why readers should enter, creating profiles of the finalists and making a real splash around the announcement of the winner and what being the Lotus Champion will mean to them.
Nick Davies, Managing Director at EMO, comments: “We’ve devised a campaign that leverages the power of word of mouth – understanding that if the best way to appreciate a Lotus is get behind the wheel, then the second is to hear first-hand from someone who has. The empowerment of community voices –not just at street level but also virtual and social, in this case, a community of discerning drivers – drives decision making and change. ‘Lotus Champion’ is a campaign that the dealer network can really get behind as well.”
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