The Ultimate Mobile Device

Early twenty-somethings don't dream about getting their first car anymore. They're more likely to dream about the release of the next iPhone. So how do we sell them a car? Sell them The Ultimate Mobile Device instead.

We designed mysterious packaging, put out teaser ads, and watched as theories grew online. Then we ‘unboxed’ the Spark, revealing it to be a cool little tech-filled car.

Tech celebrities helped us unbox the Spark.

And my favourite part; we partnered with Best Buy to put the Spark where people already went for their new gadgets.

After the unboxing, we immediately flipped our ads from this...

...to this.

And who doesn't love cracking open the box of a new phone? So we sent Spark buyers home with their keys in packaging that gave them that same feeling.

Fun fact, it picked up some awards. 

2017 —
Promo Awards
Gold (Best Activity Generating Brand Volume)                                  

2017 —
Promo Awards
Silver (Best Insight/Strategy)          

2017 —
Promo Awards
Bronze (Best Launch)              

2017 —
Effies
Silver (Brand Experience)        

2017 —
Effies
Silver (Automotive)               

2016 —
Canadian Marketing Awards
Gold (Advertising)
 

2016 —
Canadian Marketing Awards
Gold (Digital)

2016 —
Canadian Marketing Awards
Silver (Experiential & Innovative Media)

2016 —
Canadian Marketing Awards
Bronze (Integrated)
 

2016 —
The Strategy Awards
Bronze (Launch Strategy)

Shoutouts:

Copywriting: Jill Mack and Bill Schaffer

Art Direction: Justin Turco

Creative Direction: Josh Haupert, Dave Stubbs, Duncan Porter