Proton Lotus

 

‘Down market’ cars sold to older people through a very traditional family owned dealership network.

 

BLAC was briefed to launch a limited edition Lotus derived GTI model.

 

Research showed the brand lacked the credentials for the product.

 

The BLAC approach was not subtle! Tackling the issues head-on with striking creative that focused on lads and ladettes in their own environment (FHM, Nuts and poster sites around railway stations.)

 

Creating virtual dealerships with the poster sites.

 

14,000 test drives in six months led to achieved sales targets.

 

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