We took a cult icon from Japan and re-launched the new design focused Cube to the British market. The PR driven campaign increased brand familiarity in the UK by 29%*, achieving 379 pieces of coverage, including BBC Newsnight, and implementing a social media and influencer programme that specifically targeted a metropolitan audience.

Top creative thinkers were engaged with, acting as ambassadors and fuelling the conversation which was later rolled out to a wider audience. The team monitored and responded to the conversation daily leading to launch four months later.

The campaign, which also included the creation of the pop-up shop, creative space and gallery, Cube Store, in London’s Brick Lane, secured Number One share of voice (for an automotive NPD  in non-automotive editorial) when compared with competitor vehicles launched during the same period.*

*Independent research by Millward Brown