Lotus Evora
#ItsNotForYou
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When Lotus wanted to launch their new Evora, we knew we faced a huge challenge. The brand’s marketing spend is tiny compared to Porsche or Ferrari. So how do we reach the world’s super-wealthy?

The Evora is a genuine supercar – it’s fast, powerful and unforgiving. We realised that it didn’t matter how rich you are, if you don’t possess superior reactions, the Evora isn’t for you.

We borrowed from a USAF pilot training test and, in partnership with Bloomberg, our #ItsNotForYou campaign was launched. Across Europe we invited city boys to put their skills to the test (recording their reaction times down to the millisecond). For this super-competitive, time-poor audience, it was perfect way to get them hooked.

#ItsNotForYou became automotive front page news all over the world. One respected car journalist called the game 'online crack'.

1 in 4 players who ‘passed’ the agility test registered their interest and the Lotus Evora order book was full within 6 months of the campaign launch.