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Clemson University International Center for Automotive Research
Advertising Campaign
This auto research center needed more traffic. We put them in the express lane.

INSIGHT

The Clemson University International Center for Automotive Research (CU-ICAR) had an important message: the home of automotive technology and research is not in Detroit, Los Angeles or Tokyo. It's in Greenville, South Carolina.

CU-ICAR is an advanced-technology research campus where academia, industry and government organizations engage in synergistic collaboration. With more than $230 million in public and private investments, more than 500 jobs created and another 1,700 on the way, CU-ICAR represents the ultimate public/private partnership. They had one problem: very few people knew they existed.


IDEA

We knew we had one important goal: educate the Detroit automotive industry—particularly the "Big Three,” Ford, General Motors and Chrysler—about CU-ICAR’s unique capabilities.

Jackson created a series of thought-provoking print ads and banner ads to help create a high-tech image for the school. We also created a positioning line for the CU-ICAR brand: "Where innovation gets the green light." We procured print and digital ad placement for a special edition of the industry's leading publication, Automotive News, which preceded the North American International Auto Show.

CUICAR Advertising Campaign

Impact

It all added up to an eye-catching, attention-grabbing campaign that heightened awareness for CU-ICAR’s capabilities. They’re driving the future. We put them in the fast lane.