Challenge: Aptera, Greek for “Wingless Flight,” tasked Zenzi with the company’s official launch and unveiling of its ultra-green vehicle, the hybrid version of which is capable of 300 miles per gallon! While competitors have more marketing dollars, Zenzi has turned that challenge into an advantage for Aptera. To set the company apart from the pack, messaging, focused on what the competition lacked; safety, uniqueness and firsts in design innovation. Zenzi avoided focusing too heavily on automotive trade publications and shows, opting for venues that spotlighted Aptera such as celebrity green events, motion pictures and commercials.

Solution: In order to maximize attention while steering completely clear of “the other guys,” Zenzi planned a consumer media campaign focused on top tier consumer press with the largest audiences rather than automotive trades. The plan also eliminated automotive tradeshow pursuits where other competitors with larger budgets were heavily involved. This would set the company away from the pack and create a mystery and intrigue about the Aptera that would not otherwise be possible if the vehicle was made more widely available to the public. Instead, Zenzi would make the vehicle accessible only to key media for reviews, video demos in order to secure critical validation to instill consumer confidence and secure deposits while still maintaining mystery, newness.

Results: Zenzi’s media campaign indeed reached the largest consumer audiences with stories in outlets such as including Good Morning America, CNN, 60 Minutes, LA Times, Fortune, Time Magazine, Popular Mechanics (cover), Wired (cover), USA Today (cover) and Yahoo! (homepage). Top tier media coverage validated Aptera and created a “trickle down” media blitz. Zenzi also pursued alternative opportunities in the green-friendly celebrity community including Global Green Pre-Oscar Party, which secured key Hollywood coverage and invitations to participate in other green celebrity events. Top tier stories were also responsible for Aptera’s participation in Paramount Pictures’ Star Trek movie as well as Touchstone Energy’s commercial, which can now be seen all over Southern California, resulting in invitations to feature the vehicle at other major events.

Through strategic planning and execution of a targeted top tier media campaign, Zenzi significantly increased Aptera’s exposure, leadership positioning and consumer awareness. In just five months, Zenzi secured 223 news clips. That is $658,527 in ad dollars, 1,361,738 online impressions and 20,583,110 in total readership.

And the best part? This campaign was executed for just $20,000.