Lotus Cars

How do you present a car that marks the future of the brand? For the launch of the electric Lotus Eletre, we designed a digital campaign that combined exclusivity, innovation, and speed. Central to this approach was raising dealer awareness of the "Lotus Eletre Reveal Tour" throughout the Netherlands.

Goal

A sleek landing page and a streamlined RSVP journey ensured maximum engagement – even before the vehicle appeared on the road. By creating anticipation and providing a premium digital experience, we aimed to inform and engage dealers early in the launch process, positioning them as key ambassadors for this groundbreaking vehicle.

Process & Approach

To effectively bring the exclusive launch of the Lotus Eletre to the attention of a select target audience, we developed a phased, targeted communication strategy:

Phase 1

Save the Date

An initial email sparked curiosity and ensured early engagement with a clear "Save the Date." Objective: create awareness and reserve space in calendars.

This first touchpoint was crucial to inform dealers in time and secure their calendars. By deliberately sharing minimal details, we created interest and anticipation for the official invitation that would follow.

Phase 2

Invitation + RSVP

A second mailing contained the official invitation and a link to a personalized landing page with an integrated RSVP tool. Objective: stimulate conversion to registration.

Following the save-the-date, we revealed the full details of the Reveal Tour. Dealers received practical information about locations, timings, and the program, with a prominent RSVP button that linked directly to the landing page.

Phase 3

Registration

Invitees completed their details through a user-friendly form. The tool was sleekly designed, mobile-optimized, and connected to the CRM system.

The landing page served as the central registration point. Here, dealers could choose their preferred location, submit their details, and see in real-time how many spots were still available. The cap functionality ensured locations wouldn't be overbooked and maintained the exclusive character of the event.

Phase 4

Confirmation + Event Info

After submitting the form, participants were automatically redirected to an event page containing all relevant information: date, location, program, and practical details.

Immediately after registration, each dealer received a personalized confirmation. This included a link to the digital NDA they needed to sign before gaining access to confidential information about the Eletre. After signing, a PDF with signature was automatically generated and sent to both the dealer and the organization – fully automated, without any manual work.

Technical Implementation

Custom WordPress theme

Developed a bespoke WordPress theme with a responsive landing page and custom registration functionality, including JavaScript-based cap functionality to ensure a maximum number of registrations per location.

Email automation

Built a series of HTML email templates (save-the-date, invitation, confirmation, reminder) integrated with WordPress, tested across multiple devices and email clients for optimal deliverability.

Digital NDA solution

Configured and customized a digital signature plugin integrated with Contact Form 7, enabling dealers to sign NDAs online. Automated PDF generation with signatures and immediate email delivery to participants.

RSVP tool

Built custom JavaScript functionality to handle real-time registration tracking, capacity management, and form validation.

Tech stack: WordPress (custom theme), Contact Form 7, JavaScript, HTML/CSS

My Responsibilities

WordPress theme development: Designed and built a custom WordPress theme tailored specifically for the event landing page with responsive design and optimal user experience.
Email template development: Created and tested HTML email templates ensuring cross-client compatibility (Gmail, Outlook, Apple Mail, etc.).
Custom JavaScript development: Developed the RSVP capacity management system with real-time availability tracking and form validation.
Plugin integration & customization: Configured and customized Contact Form 7 and digital signature plugin to create the automated NDA signing flow.
Quality assurance: Tested the entire user journey across devices, browsers, and email clients to ensure reliability and performance.

Result

A successful launch campaign that exceeded expectations and delivered measurable impact.

180+

International dealers successfully invited and registered

100%

Registration control through automatic capacity management

Time saved

Digital NDA module streamlined document management for all participants

Premium experience

Consistent branding aligned with Lotus's luxury image

The end result: a professional, end-to-end digital event experience where technology and brand experience came together—and where I, as a front-end developer , played a key role in the execution.