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A SOCIAL LAUNCH CAMPAIGN DRIVEN BY RESOURCEFUL THINKING.

McLAREN AUTOMOTIVE

Our brief was to launch McLaren Automotive into China through their latest super-car the P1. Although the brand was focussing on super elite clientele a global mandate to increase their fan base with the non-motor-head consumer drove us to focus on social channels.

LEGACY OF LEGENDS

Bruce McLaren has left behind an ethos of pushing boundaries on & off the track. Every product & achievement has become legendary, creating a legacy for the next to surpass. Formula 1 innovations such as Carbon Fibre Chassis & Active Aerodynamics have resulted in our latest achievement, as we introduce McLaren & the P1 into China.

01
Introduction

A content strategy to validate the idea.
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Digging deep into McLaren’s history & archives we uncovered countless stories and began the arduous task of sorting the into relevant pillars for our communications. These pillars served as the basis to trickle feed content on social channels leading up to and following the launch day.

LEGENDARY
DRIVERS
Quotes and stories from our race cars drivers past and present.
LEGENDARY
VICTORIES
Stories of iconic victories and seasons throughout the history of McLaren racing,
BRUCES
LEGACY
A legendary racer with an entrepreneurial spirit that created a legacy.
LEGENDARY
TECHNOLOGY
Specifics about the innovations that have made our cars legendary, their genesis & how that shaped the industry.
LEGENDARY
DESIGN
Stories & specifics of our design milestones that set us apart from the rest.
LEGENDARY
CARS
The cars we create today are made from the same legendary technology that we use in formula 1.
Pre-Launch
02

Let the countdown begin.
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The clock was racing for us to produce content and a face for the brand immediately after the project began. A simple countdown was used our dot-com to spark social followings, while social content was kicked off with stories of Bruce McLaren's legacy.

Counting down the legendary McLaren cars.
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Our Pre-Launch film needed to go online long before our major production has commenced, The typical story of the cart before the hourse was overcome by cleverly using existing assets to tell the story of McLaren’s Legendary cars. 

03
Launch Film

An inspiring history lesson to drive future evangelism.
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We adopted a guerrilla style approach to production, by steeling shots to avoid costly road closures. Our agile approach saw us not only filming hang outside of a jeep wrangler at 3am, but also waiting nervously at customs waiting for the P1 to arrive only days before launch.

For legends to be created, they have to go beyond tomorrow. 
From design, to engineering, the F1 circuit as the soul of every car, starts a new breakthrough. 

The vision of Bruce McLaren, the honours rewarded through Formula 1,
the technology, All of them, affect us, change us.
They make us driven by nature, They inspire us to design by air. 

Every car opens a new history, every track we run imprints the name McLaren. 
With its 50-year track genetic inheritance and the most advance technology.

This is P1, as McLaren starts our latest legacy is China,
This is history. This our legend.
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Content
04

Putting the content strategy into overdrive.
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We created social content through resourceful adaptation of previously created assets. Taking a collectable baseball card mentality we released engaging little known facts from McLarens milestones in the form of animated gifs.

05
Platform

Platform content for launch & beyond.
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My team had their work cut out for them during this project, Aside from the localised content that needed to ideate & create, their were dozens of pages that needed to be validated and trans-created for Chinese consumer prior & following the launch.