We teased the name of the new Lotus Emira sports car in the one place we knew loyal fans would look.

The challenge was to engage a loyal ‘driving-obsessed pistonhead’ audience with the launch of the new more mainstream Lotus Emira. And keep true to the Lotus ‘For the Drivers’ tagline.

We hid the name of the new model in morse code down the middle of a twisting, winding, driver’s road – and let the people who care most about the brand crack the code.

Within hours loyal fans had figured it out and organically shared in normally closed to advertising conversations – kicking off the launch with 98% positive sentiment in social media.

Autocar recognised it as the product launch of the year.