I must say i'm quite chuffed, it probably means very little, but the trophy looks like a 1920's Chrysler hood ornament and an award is an award and a nice addition to the CV. I also got a Silver for the Peugeot 'Bandages' pack, which is further down this blog and another Silver for the Lotus pack again - which I don't understand, but i'll take it. So what does this 'Gold' standard of automotive creative genius look like?
Well, the idea was to dramatise that the new Lotus Evora was a desirable sports coupe that was for drivers who want to drive a sports car and who knew what driving a sports car actually meant. Unlike other 'Sportscars' that are for city boys and the image concious wannabe's, the Evora was pitched as a proper sports car.
Also, with just a limited run of 400 being made a year, we wanted to dramatise that only a few would ever get to drive one, let alone own one.
The idea therefore was to send an Evora brochure to potential customers and owners of similar kinds of sports cars. On the front envelope was a fairly innocuous message that read:
'Be one of only 400 people to own a Lotus Evora'
On opening, you would discover the brochure had a white contrasting bellyband around it with the second part of the line:
'However, if you're too late to get one, there are 1000's of cars available at www.porsche.com.
Once opened, we then designed and wrote an elegant and concise brochure just showing off the car and it's key attributes. Apparently this tone of voice (understated arrogance) resonated with our key demographic and all the cars we're sold within a matter of weeks.
Job done and a Gold to boot.
