Lotus Cars Design & Branding DO MORE WITH LESS by McCann Erickson Kuala Lumpur

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DO MORE WITH LESS

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Industry Cars
Media Design & Branding
Market Malaysia
Agency McCann Erickson Kuala Lumpur
Art Director Ean-Hwa Huang, Jerome Ooi, Vince Lee
Copywriter Szu-Hung Lee, Randy Lee, Kevin Teh
Photographer Loh Lin Shan - Untold Images
Released October 2011

Credits & Description

Category: Posters
Advertiser: LOTUS CARS MALAYSIA
Product/Service: LOTUS CARS
Agency: McCANN ERICKSON MALAYSIA
Deputy Chairman/Executive Creative Director: Ean-Hwa Huang (McCann Erickson Malaysia)
Deputy Chairman/Executive Creative Director: Szu-Hung Lee (McCann Erickson Malaysia)
Copywriter: Szu-Hung Lee (McCann Erickson Malaysia)
Copywriter: Randy Lee (McCann Erickson Malaysia)
Copywriter: Kevin Teh (McCann Erickson Malaysia)
Art Director: Ean-Hwa Huang (McCann Erickson Malaysia)
Art Director: Jerome Ooi (McCann Erickson Malaysia)
Art Director: Vince Lee (McCann Erickson Malaysia)
Print Producer: Jimmy Ong (McCann Erickson Malaysia)
Brand Manager: Sharon Hew (McCann Erickson Malaysia)
Photographer: Loh Lin Shan (ImageRom)
Media placement: Poster - Displayed At The Concourse Area Of A Popular High-End Shopping Mall. - 3 Oct 2011

Describe the brief from the client
Besides its racing heritage and the unique look of its cars, consumers know very little else about what makes Lotus truly special. They wanted to differentiate themselves from their competitors by exploiting their strength to drive sales: Lotus sports cars are born to deliver an ultimate performance through being lightweight.

Describe the challenges and key objectives
The Lotus philosophy of doing more with less greatly influences the way its cars are designed and built; a minimalistic approach that is uniquely Lotus. So, we wanted to capture the hearts and imagination of sports car purists and performance motoring enthusiast with that approach, and convert them into proud owners.

Describe how you arrived at the final design
Staying true to its philosophy, we used the same materials that go into building these cars as the medium for a series of road show posters, to display the technological brilliance and simplicity in designs that are the hallmark of every Lotus.

Give some indication of how successful the outcome was in the market
As part of an innovative display that also featured a completely stripped-down Lotus Exige S suspended in mid-air, the posters enhanced interest in the cars and drew many enthusiasts to seek more information. At the end of a 2-week period, 135 enquiries were made about the cars, 62 people signed up for a test drive, and 15 bookings were registered.