Full-service campaign planning for Pivotal

With a goal of creating buzz around Pivotal’s launch into a relatively nascent category, we leveraged our full-service offering including audience insight, media, and creative to introduce strategic focus for the brand, while using its comprehensive data capabilities to craft Pivotal’s media and communications launch campaign.

Identifying affluent AB males aged 35 and above in targeted locations across the UK as key audiences for Pivotal, the campaign aimed to capture the attention of discerning and future-focused consumers looking for a more flexible alternative to traditional car ownership models. A combination of print with the Financial Times, digital, and audio including host reads on podcast The Rest is Politics, will introduce and educate audiences on this exciting new brand in the automotive category.

This has been a fascinating brief to work on. It's such a cluttered and tired category, but when the audience insight and communications strategy is clear, it makes the creative process incredibly focused and rewarding.