Just weeks before the Caterham Super Seven 1600 was due to launch the UK and the rest of Europe were put on lockdown due to the COVID-19 pandemic. This was a game-changer. The rapidly developing crisis brought focus to what was really important; health, compassion, family, friends and looking out for one another.
Pre-planned teaser campaigns for the new car were pulled in favour of social messaging that echoed the Government’s advice and I’m immensely proud of the small part I played in helping them shape their tone of voice in these uncertain times. It is without question the most challenging brand exercise I’ve ever been involved with.
The business decided to continue with the launch, but this was most definitely not business as usual so a stripped back campaign was hastily delivered which I hope will give their audience an opportunity to come together, to interact, and which will provide them with a source of much needed distraction whilst in self-isolation.
When the time is right I’ll be sharing some of the creative concepts that had been planned and which didn’t make it but for now I’d like to wish everyone at Caterham well, and help introduce their latest road-going offering. The Caterham Super Seven 1600, a 1970’s inspired masterpiece from Dartford’s finest.
