Marketing Challenge

Significantly increase the sales of Lotus Automobiles at the end of a model year by building awareness of the prestige brand to a broader audience on a limited budget.

solution

Create an integrated coop advertising and promotion program with Lotus dealers in North America that provided exposure, a consumer gift with purchase offer and a new positioning for the automobile.  The campaign included new print, radio and Internet advertising, a new product brochure and dealer display materials, a consumer offer and a national sweepstakes. Consumers who purchased a new Lotus Elise or Exige during the promotion period received a trip to Las Vegas and attendance at the Lotus Performance Driving School.  In addition, a national sweepstakes in association with Robert Sinskey Vineyards gave consumers the chance to win a Lotus vacation in the Napa Valley including a private wine tasting with the winemaker at Sinskey.  Print, radio and Internet campaigns were implemented in participating dealer markets supported by national Internet advertising.  The campaign resulted in sales increasing to highest monthly levels in the traditionally slowest time of the year.

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