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.
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.
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.