Rika is entrusted by Caterham to deliver digital experiences to support the global launch and development of Project V, Caterham’s first fully-electric coupé concept car.
Introduction: Supporting Caterham’s Electric Vision With a High-Impact Digital Experience, CRM and Marketing Communications.
Caterham, renowned for its iconic, British-built Seven lightweight sports cars and exhilarating driving experiences, embarked on an exciting new chapter with Project V — a fully-electric coupé concept. Representing a bold step into the future of electric vehicles, Project V remains true to Caterham’s core principles of lightweight simplicity, agility, and driver engagement. To support this transformative launch, Caterham partnered with Rika to design a visually striking, immersive, and high-performing digital experience, fully-integrated HubSpot CRM and a range of assets for communicating the launch and the product to a global audience.
The Project V digital presence was built to:
- Introduce Caterham’s electric vision to the world.
- Appeal to loyal Caterham customers and enthusiasts while captivating a new, broader audience not familiar with Caterham and its significant history.
- Integrate with the HubSpot CRM to assess purchase intent and orchestrate global marketing engagement - all vital levers to help bring the concept to road-ready life.
Launched alongside Project V’s global debut at the Goodwood Festival of Speed, the digital experience has since generated over 6,000 sales enquiries, capturing the imagination of car enthusiasts and the wider automotive audience. Rika’s role extended beyond the design and development of the digital experience, and included HubSpot CRM integration for precise data management, multi-language assets, including Japanese, and dynamic visual storytelling that reflects the car’s origins and innovative design philosophy.
Strategy and Execution: Crafting a Digital Experience That Reflects Project V’s Innovation.
Rika approached the Project V digital experience with a focus on bold design, technical excellence and immersive storytelling.
Striking Visual Design: Creating a sleek, visually compelling UX that echoed Project V’s minimalist - yet high-performance - aesthetic. Designed with mobile-first principles to ensure seamless accessibility across all devices.
Compelling Storytelling: Highlighting Project V’s key features — such as the 249-mile battery range, carbon fibre composite chassis, and driver-focused cockpit — through rich visual content and animations. This delivered an engaging narrative that balanced technical details with emotional appeal.
HubSpot: Rika implemented the enterprise-ready HubSpot CRM for real-time data capture, enabling Caterham to track enquiries and assess customer interest effectively in real time.
Launch Day Coordination: Rika provided on-site technical and creative support for Project V’s reveal at the 2023 Goodwood Festival of Speed, ensuring the digital experience aligned perfectly with the physical unveiling to the world's automotive media.
Results: A Launch That Resonated Globally
The digital experience for Project V exceeded expectations, driving impressive engagement and reinforcing Caterham’s reputation for innovation across the globe.
- Global Reach: The multilingual experience captivated international audiences, supporting Caterham’s ambition to expand its footprint in the EV market.
- Significant Engagement: Over 6,000 enquiries have been generated to date, reflecting the campaign’s success in capturing customer interest.
- User Experience: A fast, accessible, and visually engaging experience provided a flawless window for visitors.
- Actionable Insights: The HubSpot CRM integration continues to deliver valuable data, helping Caterham assess purchase intent and refine its investment and communications strategy.
In summary: A defining moment for Caterham.
Caterham’s Project V is a defining moment for the brand, and its digital launch was no exception. Rika’s expertise in designing and building digital experiences, storytelling and technical execution ensured that the Project V launch reflected the car’s bold vision. The platform continues to engage and inspire, setting a benchmark for digital for new model launches in the automotive industry.
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