caruso automotive case study

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Case Studies | Automotive

CASE STUDIESAUTOMOTIVE

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Introduction to Caruso Affiliated AUTOMOTIVE

When BMW wanted to rev up its presence in Southern California, it set its navigation on Caruso properties. For six months, the brand executed various levels of experiential activations and sponsorships at The Grove, The Americana at Brand, The Promenade at Westlake and The Commons at Calabasas.

An alluring pop-up experience and exhibit featured on the lawn at The Americana at Brand and The Grove highlighted the state-of-the-art designs and technology that make BMW a uniquely desired and desirable premium automotive brand.

From the innovative i-Brand series to the exhilarating Bang & Olufsen sound experience, the informative and inspiring space was unexpected but welcoming. Touch screens, high definition displays, lush soundscapes and sophisticated architectural cues created an environment of uncompromising attention to detail and commitment to luxury appointments. The guest experience reinforced the brand’s positioning and encouraged deeper engagement.

To complement the pop-up, the brand also sponsored the spectacular Christmas tree lighting shows at The Grove, The Americana at Brand and The Promenade at Westlake. The shows, featuring talent including Seth MacFarlane, Katharine McPhee, Meghan Trainor and a dozen fan favorites from So You Think You Can Dance, garnered more than a billion consumer media (traditional and social) impressions. With special VIP seating and dining elements, the events served as ideal dealer and luxury clientele engagements.

BMWREVS UP

SOUTHERN CALIFORNIA

WITH CARUSO

Case Studies of Collaboration

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FIATDRIVING

MUSIC AND FASHION AT THE GROVE

When Fiat drove into The Grove, it took music and fashion into high gear. The multi-tiered partnership dominated the property for the summer and engaged thousands of auto enthusiasts and pop culture fans alike.

Guests experienced several models of Fiat at the valet, concierge, in The Park and beneath the statue “The Spirit of Los Angeles” along the highly trafficked historic trolley.

Aligning with popular tenant Diane Von Furstenberg, two cars got “wrapped” – literally and thematically – in DVF prints as part of a national consumer sweepstakes promoted on E! Television as part of the designer’s own reality show. The winners were filmed on property and aired nationally.

As part of an integrated advertising package with CBS and Fiat, Caruso Affiliated’s Strategic Alliances and Entertainment team produced two fan-filled, elevated concerts on the rooftop of The Grove’s parking garage that aired on the local television network. Thousands of fans rocked the night away to the sounds of Rozzi Crane and The Golden Hippie.

”The 120 day FIAT activation was a tremendous success. The amount of people who engaged our display and requested dealers to contact them was higher than any experiential event we have done. Sales match came in greater than any other event as well.”

-Jeff D’Annable, VP, Partner, UM Worldwide


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Introduction to Caruso Affiliated TRAVEL & TOURISMCase Studies of Collaboration

CHEVY MALIBUTAKES THE

RUNWAY WITH ISAAC MIZRAHI

When Chevy partnered with iconic fashion designer Isaac Mizrahi to create a six-piece Malibu Capsule Collection inspired by its 2013 Chevrolet Malibu, the brand debuted the line at an invite-only fashion show at The Grove.

The collection - the auto company’s first venture into physical products and curated merchandise - highlighted some of the car’s most striking features and colors, including clean lines, crisp shapes, and soft-touch materials and textures. The ice-blue ambient lighting that illuminates the cabin’s interior inspired some of the collection and each item incorporated elements of color.

The car’s couture Capsule Collection included: The Malibu Driving Moccasin made in Napa leather; The Malibu Blouse in robin’s egg blue silk crepe; The Malibu Leather Jacket in buttery-soft black leather with quilted detailing, interior blue contrast piping and a slightly fitted structure that resembles the contrast stitching on the seats; and The Malibu Double-Handle Tote Bag in rich saturated cobalt blue of pebble leather with black interior and blue piping along the zipper.

Fashion bloggers applauded the collaboration and launch celebration.

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“The Key to Style” event combined luxury retail with elite automotive design in a first-class experience on Bow Street at The Grove. Caruso Affiliated’s Strategic Alliances and Entertainment team imagined and produced the invite-only party that combined music, mystery and merriment for a unique holiday kick-off celebration.

Upon arrival, guests were gifted a key to try their luck at unlocking one of five Lucite fashion vaults within Barney’s, containing bespoke items from shoes to handbags to jewelry.

While the DJ kept the vibe cool and chic on the Wraith turntables dramatically displayed beside digital backdrops, guests were given concierge-style tours of the store and the automobiles on display.

ROLLS ROYCE & BARNEY’S

DRIVE THE HOLIDAYS INTO HIGH FASHION

GEAR


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April Fools' Day is known as a day to pull pranks on your nearest and dearest. However, Chevrolet and online comedy network Jash believe that not every trick has to be mean-spirited.

The two teamed up for #BestDayEver, an eight-hour YouTube livestream of surprises around the U.S. hosted by comedian Jon Dore and YouTube influencers Garfunkel and Oates out of YouTubeSpaceLA. The programming featured “happy” stunts that included a surprise concert by Kelly Clarkson at The Grove.

YouTube promoted the livestream on its masthead and further pushed it with about 50,000 interactive lightbox ads streaming across the Google Display Network. It also was featured on the YouTube Live channel.

Hundreds of excited shoppers were treated to the unexpected Kelly Clarkson concert while shopping at The Grove. The singer, her five-piece band and three backup singers rocked six of her biggest hits, starting with "Life Would Suck Without You," moving on to "Catch My Breath," "Since U Been Gone," "Mr. Know It All" and "Heartbeat Song.” Kelly wound up the show with "Stronger." From the response of fans, who sang along at every opportunity, it was indeed the #BestDayEver!

CHEVY#BESTDAYEVER &

iHEART RADIOSURPRISE CONCERT

WITH KELLY CLARKSON


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THANK YOU

caruso automotive case study

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