Task
Develop a high-impact launch campaign for the reveal event of the new McLaren Artura, designed to build anticipation, drive registrations and deliver a premium audience experience that reflected the exclusivity of the brand.
Approach
Develop a strategically led campaign across digital and event touchpoints, designed to build momentum ahead of the reveal while maintaining a premium and highly controlled brand experience. Create social teaser content that gradually revealed key design details through dynamic visuals and motion, alongside release materials including press kits and event collateral to ensure consistency across the launch. Design a dedicated landing page optimised for conversion and develop a targeted email campaign using personalised messaging and premium visuals to drive registrations, with every asset crafted to balance desirability, urgency and brand prestige.
Result
Deliver a high-performing launch campaign that filled event sign-ups within 24 hours, demonstrating strong demand and effective audience targeting. Increase social engagement by 63% and shares by 48%, while the landing page achieved a 41% conversion rate and contributed to a 57% uplift in registrations. Email performance also exceeded benchmarks, with a 52% open rate and a 36% click-through rate, while the wider campaign helped generate an 81% rise in organic conversation across luxury automotive forums and social media. The campaign captured the exclusivity of the brand while converting interest into immediate action.
Client
McLaren New Forest
Category
Design & Creative Lead
Role
Event Campaign
Year
2022
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