Forget Saving The Planet: The Fisker Karma Will Nab You A Date

July 7, 2010

Remember the Prius commercials with all those people dressed up like grass and rocks, moving in rhythm to create the illusion of a happy, healthy Mother Earth? Well forget 'em. In fact, forget all that tree-huggery tripe used to sell cleaner-tech rides. According to a new website for Fisker Automotive, driving a hybrid will do something way better than just saving the planet: it'll get you a very hot date. (And then some.)

Fisker's new website is part of a larger campaign for the start-up automaker that employs the admittedly clever tagline, "Pure Driving Passion". We say "clever" because in three simple words, it conveys all three things that Fisker has been touting with its new Karma sedan: green technology ("pure"), performance ("driving"), and enthusiasm ("passion"). Not bad for the new kid.

That said, the sleek, black, Flash-powered site clearly weighs in most heavily on the "passion" end of the scale. Visitors have two options on the landing page: "stealth" and "sport". Click "stealth", and you'll be whisked away to watch a short film that says more about melting ice cubes and $800 Louboutin spike heels than it does about the Karma. You'll also find a series of promotional photos that sit about two inches south of a Playboy spread.

For those less fond of car/internet porn (you're probably out there somewhere), the "technology" and "configure" sections share a few hardcore details about the sedan, but you'll probably have a better time skipping the "stealth" side altogether and veering toward the "sport" section. There, you'll uncover more conventional stats about the Karma's drivetrain, performance, and safety, free from the distraction of half-naked supermodels.

As over the top as it sounds, the website looks great and offers a fairly thorough look at the car. That's good because (a) it's a beautiful set of wheels, and (b) it still hasn't debuted, meaning that virtual looks are all any of us get for now.

If you'd like to read Fisker's full press release, we've pasted it below. Full disclosure: it's long. But then, it's Wednesday, so we're guessing you'll welcome a little workday distraction.

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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  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 Knightand 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 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 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., 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.


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