Introducing the world's first Hyper SUV

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Lotus

Lotus Eletre Global Launch

Client Objective

Create excitement, anticipation and buzz for the first Lotus SUV

Our Approach

A one hour broadcast special, PR stunts and takeover of the BBC Television Centre

Results

Over 1 million global viewers, amazing press coverage and huge sales pre-orders

Client Objective

Our challenge

The Lotus Eletre is the world's first Hyper SUV and the first SUV from Lotus. The client wanted to create as much theatricallity as possible to announce the arrival of the Eletre to the world and create a very British event. The launch had to delicately balance the history of this iconic Sports Car brand, and an exciting high volume future for the manufacturer.

Our Approach

How we drove engagement

To create a truly spectacular event, we pulled out all of the stops, taking over the iconic BBC Television Centre and surrounding areas to give us the largest possible canvas to create from. To create memorable content for the launch we also took to water, sailing the Eletre through central London on a barge, to announce the name to the world.

Results

How we transformed behaviour

With over 200 press, influencers and VIPs joining us live in the studio and over a million viewers online, the live event was a spectacular mix of the new and old, entertainment and automotive detail; and show stopping spectacle. But we didn't stop there. Hundreds of pieces of additional news, social, press and influencer content were created as part of the activity and the main event was broadcast in both English and Chinese simultaneously.

Audience

Viewed by over 1 million people live

Engagement

Spike in traffic to Lotuscars.com with deposits taken during and immediately after the broadcast

We delivered

Press coverage, influencer content and earned social media

This is the biggest production we've ever completed at Lotus and we wouldn't want anyone but Blueprint Partners to do it for us. Everything is thought about, nothing is forgotten. A truly global launch for a truly global car

Rob Borrett, Lotus Cars