2010 Fisker Karma Ad Campaign



Campaign premiers with website featuring work by world renowned photographer Miles Aldrige and Academy Award-nominated cinematographer Wally Phister (Inception, The Dark Knight, The Italian Job)

IRVINE, CA July 1, 2010: Fisker Automotive, the American manufacturer of elegantly designed, premium plug-in hybrid electric vehicles, and Southern California-based global branding experts Lambesis, announced today the launch of Fisker’s international “Pure Driving Passion” campaign for the acclaimed Fisker Karma. The fully-integrated campaign debuts today with the launch of FiskerAutomotive.com. The site will inform customers about PHEV technology and is the precursor to the Fisker Karma launch scheduled for the end of this year.

The “Pure Driving Passion” campaign was born from the compelling Fisker design philosophy that the auto industry can only be elevated by refusing to compromise. Fisker Automotive’s unyielding pursuit of pure design led the company to design one of the most sustainable and accountable vehicles in automotive history. The all-new campaign was created to reflect these impassioned principles.

The campaign celebrates how the Karma redefines automotive marketing through the seamless blend of eco-minded luxury, exhilarating performance, the sensuality of superior comforts and unparalleled sustainability.

A major campaign objective was to educate the public on how eco-consciousness is sexy. To graphically communicate the sensuality of the Fisker Karma’s sustainable designs, world-renowned photographer Miles Aldridge captured beautiful images that express the brand’s captivating, sexy essence. The provocative campaign imagery reflects how Fisker Automotive is dramatically changing the industry with an unrestrained passion for pure design.

The striking photography is complemented by the breathtaking live action film, “Melting Ice,” shot by Academy Award-nominated cinematographer of Inception, The Dark Knight and The Italian Job, Wally Pfister. The thrilling vignette showcases the sensuality and exhilaration of introducing the world to a pure driving experience with no inhibitions.

The global launch of FiskerAutomotive.com kicks off the campaign and is the first of many exciting things to come for the burgeoning brand.

For developing the campaign and brand identity, Fisker sought the help of Lambesis based on the agency’s full-service, integrated approach to building brands and its more than two decades of success creating iconic brand experiences that have consistently delivered dramatic increases to brand value and sales across its portfolio. The site Lambesis created presents users an immersive and emotional experience with dynamic content that provides a powerful introduction to the Fisker Karma.

“We wanted FiskerAutomotive.com to redefine automobile industry interactive design with a fluid experience that is rooted in Fisker’s leading edge design, environmental consciousness, performance, and sensuous luxury,” said Marti Eulberg, VP of Global Sales and Marketing. “That’s why we came to Lambesis.”

The fully-integrated website presents a compelling extension of the meaning of sustainability with forward thinking site elements that challenge staid conventions of interactivity. With a brilliant HTML 5 architecture, mobile site compatibility, and countless progressive design mechanics, the site pushes the boundaries of online automotive experiences.

“We sought to capitalize on the enormous potential of Fisker Automotive’s innovative product by creating the most distinct, ownable and sustainable brand positioning and image, expressed first and foremost in the most premium and innovative website,” said Lambesis President and Executive Creative Director Chad Farmer.

When browsing the site, users are presented with two stylized navigation modes that reflect the thrilling sensation of driving the Karma.

The site launch also lays the groundwork for fully-integrated social media and owners channels linked to the site. Fisker.me, the exclusive owner’s only social hub, invites Fisker advocates to network within the protected community of fellow enthusiasts. The site’s social media channels will also actively engage key pillars of the brand with ongoing public conversation in the digital space.

“We wanted a site that delivers Fisker enthusiasts a deep, rich experience with the brand through the best online technologies available. Lambesis’ history developing stylish, iconic brands made the agency a perfect fit to help create Fisker Automotive’s Pure Driving Passion campaign and international site development” said Fisker Automotive, Inc. CEO Henrik Fisker.

Echoing the design interface and sensibilities of the main navigation, an interactive Configure section enables users to customize Karma options and submit to local Fisker retailers. The configurator also provides consumers with detailed 360 views that allow for seamless interaction with their creation.

“The Karma was born from a conscious decision to create striking forms that draw inspiration from the timeless beauty of nature. Building the Karma site was a natural extension of this philosophy,” said Brian Munce, Executive Director of Client Services at Lambesis.

Defining the leading edge in online marketing is nothing new for Lambesis. After designing the first virtual showroom for Hitachi and launching the premiere online short film series for a spirit brand with the SKYY “Cocktail Moments” campaign, Lambesis extends its success as online innovators to the auto world with the all-new Fisker Karma international site.

Partnering with Fisker Automotive comes at the height of an exciting time for Lambesis, with their latest global campaign for Campari, featuring Jessica Alba, having launched worldwide last year, and as the agency has been hard at work positioning brands for clients, including Coca-Cola’s leading water brand DASANI, Gruppo Campari’s SKYY Vodka, luxury fine jewelry brand Tacori, LVMH’s Grand Marnier, and legendary fitness destination, World Gym.

About Fisker Automotive, Inc.

Fisker Automotive is a privately owned, premium American car company creating environmentally conscious vehicles with style, power and performance. Global headquarters are in Irvine, California, USA.

The company was created in 2007 to leverage the design capabilities of Fisker Coachbuild, LLC, founded by auto design veterans Henrik Fisker and Bernhard Koehler, and the PHEV powertrain capabilities of Quantum Fuel Systems Technologies Worldwide, Inc. (NASDAQ-QTWW), a major Tier 1 supplier of clean vehicle technologies to automotive OEMs.

Previously, Fisker, CEO, was a board member and design director for Aston Martin, as well as president and CEO of BMW’s DesignworksUSA. Koehler, COO, led operations for Ford’s Global Advanced Design Studio and created concept cars for Aston Martin, MINI and BMW.

Fisker Automotive’s first car is the Fisker Karma, the world’s first premium Plug-in Hybrid Electric Vehicle (PHEV). The four-door Karma will be followed by two variants and a second line of lower cost, high volume premium green automobiles. For more information visit www.fiskerautomotive.com.

About Lambesis, Inc.

Two decades of building iconic brands using a unique creative-driven process has earned Lambesis international recognition. As the brand development company that pioneered full-service integration and new media, Lambesis unifies the entire realm of research and communication to build brands. Lambesis’ capabilities include strategy, research, design, creative, interactive and web development. The remarkable success of the agency’s campaign for Airwalk was celebrated in Malcolm Gladwell’s best-selling book “The Tipping Point,” and numerous textbook case studies and industry publications cite Lambesis’ success in building and marketing brands worldwide. For more information, visit www.lambesis.com.

Serious Wheels