A direct mail pack has been designed by CMW to promote Lotus Evora, the first new Lotus for 14 years.
The pack looks to focus on the exclusivity of the car and position it as an alternative to the 911 and Cayman.
The concept of individuality is highlighted through out the pack with the campaign aiming to motivate consumers new to Lotus to experience the ‘true character’ of the Evora and then order the new car.
The mailer compare the Lotus with the more widely-available Porsche 911 and Cayman, while the enclosed letter, under the banner “A return to true character”, describes how the Evora is “the perfect alternative to mass-produced sports cars”.
The mailer also includes a VIP invitation which encourages recipients to make an appointment to experience the Evora at a local dealership, at a Lotus ride and drive event or at Lotus HQ in Norfolk.
Lotus is opening up its HQ to targeted Porsche owners and people considering buying a Porsche to give these guests a the opportunity to experience the new car for themselves, meet the people who designed and built the vehicle and take it for a test drive on local country roads and Lotus’s private track.
The mailer’s black outer bears the Lotus badge and Evora signature. The large, white font reads: “Be one of only 400 people to own a Lotus Evora.” Inside, a brochure of the Evora lies inside a white wrap that reads: “However, if you’re too late , we’re sure you’ll have no trouble finding something at www.porsche.com.”
Sam Eccles, group account director of CMW, says: “The mail pack is aimed at discerning individuals who are early adopters and who want to express their individuality by embracing a very special brand.
“We have chosen a confident tone to create maximum impact around this highly-significant landmark Lotus launch and to ensure that our target audience knows what a unique opportunity this mailer affords them.”
CMW has also developed an email with clickable text for the campaign. Its tone is similar to the letter and features a downloadable brochure.
CMW was appointed by Lotus during 2008, prior to the global launch of the Evora, for a multi-faceted brief that included the assessment of key markets, the development of a global positioning and proposition work for the Evora, through to creative development suitable for use in key markets throughout the world including the UK, US, Japan and Australia.
This current mailer follows CMW’s Faceless People campaign which launched the Evora in summer 2008.