Believe the Hype: The Lotus Eletre Hyper Drive

At a glance

  • 120 media
  • 350-mile dynamic drive
  • 2 immersive tech zones
  • 1 unrestricted airfield

The Brief

Deliver an engaging global media drive event in Oslo, Norway for the Lotus Eletre – the brand’s first all-electric Hyper SUV.

The Work

Hosted in Norway, the electric car capital of the world, we invited over 120 international media and influencers to receive their first taste behind the wheel of Lotus’ striking new Eletre.

The event incorporated two dynamic road driving routes, a high-performance airfield experience where guests were able to test out the 900hp Eletre R model, an audio demonstration and two immersive product messaging exhibitions, known as the ‘Tech Zones’.

Split over two days, each rotation began at our exclusive welcome zone at Oslo Airport where guests received their car. After lunch, they embarked on a fantastic three-hour dynamic drive through the Norwegian countryside, ending at The Well Spa Hotel – our main hub for the event.

Ahead of the event, during the pre-production stage, we spoke at length with the Lotus engineers in Germany. From our learnings in these conversations we distilled the key product messages to form the structure and content of the Tech Zone – which was open to guests at the hotel before dinner. Split into two themed areas, the Tech Zone provided media guests with an enjoyable, immersive experience. Designed using large-format, wall-mounted infographics and video content, Lotus engineers were also on hand to provide further information.

Throughout the entire programme, our content creation team were available to film and photograph the journalists. Every media request was different and the team delivered endless amounts of bespoke content – all of which was edited, retouched and delivered to our guests within 24 hours of them departing.

The Impact

The Lotus Eletre media drive in Oslo was an overwhelming triumph, exceeding expectations in every aspect. Overall, the coverage for Lotus and the new Eletre was seen by over 2.5 billion people. Our meticulous planning, seamless execution, and genuine passion for the Lotus brand resonated with our clients, as well as our international media and influencer guests. 

By expertly blending the thrill of driving with the informative Tech Zone, we not only showcased the remarkable capabilities of the Eletre but also solidified our agency’s reputation for skillfully hosting and leading an unforgettable event.

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