The client

Lotus Cars

The brief

To develop a stand-out exhibition presence for Lotus at the Birmingham Motor Show that would differentiate them from other sports car brands.

The challenge

Lotus wanted the stylish and eye-catching ‘live action’ concept proposed by Masquerade but both time and budgets were extremely tight. The challenge really was to deliver our proposal and maximise creativity despite these constraints.

The solution

Our idea was to create a piece of dynamic theatre around the Elise car on show, which involved both the development of a specially choreographed dance routine and the use of models/hostesses; however, the models were not engaged to drape themselves over bonnets like all the other sports brands there but to interact and talk knowledgeably about the cars with all the visitors. The combination gave the stand a natural vibrancy and none of the tackiness that can so frequently attach itself to car marketing.

The work

From the initial proposal we had six weeks in which to plan and develop every element of the dance show and overall stand theme. We took responsibility for the lighting, music and special effects and we were in attendance throughout the three days of the exhibition. We stage managed each show, which ran four times a day every day (to well over 15,000 visitors in total) and ensured that the stand personnel properly fulfilled their designated roles. We also filmed a promotional video for Lotus, directing and producing it in our own M-Works production facility.

The verdict

Lotus opted for Masquerade because of our reputation for original, lateral thinking, our professionalism and our proven ability to deliver. They were confident that despite the time and money issues, we would still come up with a solution that would a) satisfy a demanding board of directors and b) delight an even more demanding general public.

“We would like to express our thanks for your assistance, input and creative film contribution towards the Lotus cars stand at the recent Birmingham Motor Show...perfectly and professionally executed, the video taken on Press day and the edit captures the Lotus brand and philosophy very well indeed. May we thank you once again for all your effort and guidance, at what was very short notice, but which undoubtedly contributed to an excellent result.”

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