Creating Demand For A New Electric Vehicle

Lightyear needed to make a splash at CES – its first introduction into the U.S. market – as the waitlist for its new EV opened

Insight

To create U.S. awareness and demand for its second Electric Vehicle, the first available in the U.S. but not for another 2+ years, Lightyear would need to develop a super compelling narrative and maximize press exposure at CES

Idea

A relationship-building and awareness campaign with target press, followed by aggressive pitching for on-site CES interviews and sneak previews of Lightyear 2 at the Pepcom product expo

Results

The flurry of earned media coverage assisted in creating demand for Lightyear 2, helping drive 30,000 waitlist signups, 3x the company’s goal for CES