The brief

To execute unbranded, fleeting appearances of ‘Faceless People’ to create interest and intrigue prior to the launch of the Lotus Evora (communication platform: ‘true character in a faceless world’), carefully managing the revelation of the brand link.

The solution

Guerrilla campaign featuring ‘faceless’ people appearing at high profile events in the British summer calendar, including Wimbledon, Henley and Elton John’s White Tie & Tiara Ball, followed by anonymous seeding of pictures and footage online as well as to national news media.

The results

Mass internet speculation ensued, as did blanket media coverage. After a two-minute piece on ABC News, ‘faceless people’ was the most searched-for term on the internet that day in the US.

Lotus reached 50% of its sales target before the car went into production. Of 20 launches at the Motor Show, CAR magazine voted ours ‘launch of the show’. While our activity was named by Campaign as one of the top ten campaigns of the decade.

"FOCUS PR’s creativity shone through in this campaign. It was a great idea that generated a buzz online and with traditional media. It demonstrated an understanding of how to create awareness and intrigue with a target audience to create commercial benefit."

PRCA Awards judges.