Lucid
Sustainable Luxury.
pieces of multimedia coverage, including 185 news stories
400
30%
increase in customer reservations in the Middle East bookings in 30 days
Total Impressions
4.5M
825k
Total Video Shows
378k
Total Engagements
Finalist
The company behind the car.
Lucid Motors is an American luxury electric vehicle manufacturer standing on the cutting-edge of sustainable mobility. In 2018, Lucid attracted a 1 billion dollar investment from Saudi Arabia’s Public Investment Fund (PIF) to launch its first electric vehicle, the Lucid Air.
The Challenge
The new luxury electric vehicle (EV) manufacturer, Lucid Motors, was set to make its global debut at the New York International Auto Show 2020 (NYIAS) and then, the pandemic hit. The famous show, scheduled for early April, was cancelled, ruling out the global unveiling of the Lucid brand and its first car, the Lucid Air.
Lucid swiftly pivoted to do their own virtual launch event. Their challenge was heightened by increased media attention on several EV brands, including three going public in three months, five major rival announcements, and the industry giant, Tesla.
Despite everything, the goals were clear - raise awareness for Lucid Motors and the launch of the Lucid Air luxury EV sedan, and boost pre-orders ahead of its 2021 availability. This was done in a global campaign with teams across North America and Europe.
Lucid, unlike its industry peers, didn't attack Tesla. Instead, it leveraged Tesla's popularity to generate pre and post launch buzz, positioning itself as a tech ally and a strong competitor in the luxury car market.
The communications team (Alto, Lucid + PIF) used Tesla's media attention to launch Lucid's campaign, leaving the media to interpret the outcome. They drove pre-launch excitement by announcing key luxury-focused messages around aspiration and accomplishment, using an ideal weekly cadence with integrated social and paid media in English and Arabic.
The Approach
The
Outcome.
The launch was a resounding success, with results appearing across earned and owned channels. The brand and the car took on a life of its own.
Over 250,000 people tuned in on Lucid.com to the launch event Over 150 articles in the first 24 hrs of the launch 130+ Influencer videos on Youtube with 1m+ views
