Few ads can actually reach people on an emotional level.
Some may induce laughter, but most are considered annoying, or simply are ignored. Clearly the campaign has worked on a branding level, but Lotus also wants to be able to increase sales of its product. Lotus would learn more about its customers in the process. Since Ogilvy had already designed all of the online and offline creatives for Lotus, the next step was a natural. The first in a series of three case studies features Charlie Lamm , IT manager at The Coppola Companies, Inc. , a film production company.