Driving Change: launching Lotus’ CSR strategy

The Brief

Lotus was keen to establish a Corporate Social Responsibility (CSR) strategy that represented the brand and its wider ambitions to make a positive difference to people’s lives. They were interested in ideas which would activate and elevate this highly positive message and launch it to both internal and external audiences.

The Work

Inspired by the Lotus slogan ‘For The Drivers’, we devised a brand-focused name for the strategy; ‘Driving Change’ and created a unique look and feel that could be used across a wide range of assets.

To kick things off, we delivered an animated launch film which explained why Lotus is investing in CSR activities, what the key benefits are and several examples of Lotus CSR practices in action. The film was first shown internally at a town hall meeting and was then added to the company website for customers to see.

To provide employees and friends of Lotus with a more in-depth look at the company’s CSR activities, such as its clean energy partnership with Centrica, ethical leather supplier and funding of young talent at the Norwich City FC Lotus Academy, we also dedicated an entire issue of US LOT (the Lotus employee magazine) to the subject. The beautifully illustrated cover image depicted a driver’s eye view from behind the wheel of the all-electric Lotus Evija hypercar, as it prepared to overtake a current Exige and classic Europa model and lead Lotus towards a brighter, cleaner and more prosperous future.

The Impact

Driving Change is now firmly up and running, engaging with Lotus staff and customers and delivering on their brand promises. Regular updates from the PR team keep everybody up to speed and encourage involvement in the various initiatives being led from Hethel.