Giving a name to the special moment when someone joins the McLaren family.
Name, tour assets, and the account-winning RFP deck for McLaren’s array of consumer-focused* events (Ride & Drives, owner rallies, co-sponsorships, affinity partnerships) – all geared toward turning prospects into proud McLaren drivers.
McLaren doesn’t advertise. Shopping for a supercar is much more refined and personalized experience. Test drives are carefully offered to select few individuals on only a select few dates. This exclusivity places a higher premium on the branding and identity of these event tours.
Tour assets included:
• Specialized dealership packages
• Digital communications
• Bespoke printed invitations
• Onsite event branding
• Facilitator uniforms
*Mostly B2C. Some of the one-sheets were aimed at potential affinity partners.
The winning name is a stylization of “Forward.”
It symbolizes both that you’ve successfully advanced forward to this milestone in your life, and that now begins the next leg forward. The name simultaneously derives from the target audiences’ most familiar form of sharing content: forwarding it via email.
THE NAMING PROCESS
Anyone who’s worked with me knows about my elaborate Name Clouds. Ideation can be a wonderfully chaotic and fruitful process if you scale up the canvas, add some parameters to guide your thinking, and let your mind run free.
Naming resonates well with this stream-of-consciousness style ideation, which was the main technique I employed for McLaren’s consumer events.
