Rally Fighter - Magnetry

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Rally Fighter

Rallying Around Awesome.

We’ve had the rip-roaring pleasure of rebranding the ridiculous Local Motors Rally Fighter over the summer. The experience was as enjoyable as you would think it would be, too. Lots of dust, burned rubber and gasoline were spent taking the car all over the Valley to a never-ending applause of blank stares and “What the hecks?!?”

But how do you sell a car few can buy? The answer was right in front of us the whole time. In order to buy a Rally Fighter, you have to build a large part of it. While some may see that as a negative, we saw this experience as a unique opportunity to challenge would-be buyers. Yeah, they might have the money but can they really afford it? The campaign theme of Built not Bought was born.

The campaign met high net-worth potential buyers in publications they read: Inc, Forbes, and the Robb Report.

The brochure continued to challenge would-be buyers as it shared information about how the vehicles must be built and brought to life.

The brochure included embedded video components to share more of the behind the scenes procsss of birthing a Rally Figther.

The site pulled no punches.

You can't buy this kind of product placement.

A key part of this campaign was getting product placement, which we were able to do on a grand scale. This allowed our tiny budget to attract enough potential buyers to fill a few years's worth of production.