Since at launch the cars did not EXIST - the solution was to build the cars in CGI in four short 'visualiser' films.These were seeded as explained above and hosted on a pre-launch website where prospects could experience the performance of the vehicles, explore the features and configure and create bespoke ‘dream cars’ which they could then send to their local dealership and request a test drive.

We expected the films to be played around 300,000 times. Expected click-through rate was industry average at 2.5% and we anticipated around 100,000 unique visits to the micro site via search.