Launching Project V

Brief

The Brief.

Having built the same model for its entire 50-year history, it’s not every day you’re tasked with helping to launch a new fully-electric coupé concept vehicle for Caterham.

As one of the most important launches in the brand’s history, successfully unveiling Project V would require careful planning and making the most of our media relations. This would involve a two-pronged media strategy consisting of an exclusive behind-the-scenes program and a storytelling campaign to help build interest in the lead up to the full reveal by drip feeding content.

The Response.

We engaged with key automotive media early in the development process and provided them with early access to Project V by inviting them to see the show car mid-build at ItalDesign in Turin and to speak with members of the team to understand the vision for Project V.

We managed all aspects of the press launch, such as photography and video, a three-part teaser campaign, key messaging documents, writing and distributing all press materials, handling all media enquiries and capturing all coverage.

We unveiled the car the day before Festival of Speed where Project V then made its public debut. We organised 17 interviews with Caterham’s CEO and Chief Designer before and during Festival of Speed.