IAC Group, a tier-one automotive supplier, wanted to capture attention at the 2022 North American International Auto Show in Detroit.
Positioning a 160-year-old Company As A Sustainable Technology Startup
Despite its headquarters being just minutes away, IAC Group had not displayed at NAIAS for more than a decade. Without a booth and without any new products to announce, the company looked to Telemetry to deliver a creative way to capture attention for the company’s sustainable innovations and craftsmanship.
Approach & Solution
Telemetry pitched the idea to design a bespoke gown out of the very same sustainable materials IAC Group developed, tested and tailored for the hundreds of thousands of vehicles it supplies components for – and have one of its executives wear the gown to the NAIAS Charity Preview.
IAC Group’s Chief Administrative Officer sketched the gown herself, and the company’s trim engineers went to work crafting the gown out of sustainable materials selected by the company’s directors of advanced engineering, innovation and advanced technology. In just a few weeks’ time, the global effort turned around a one-of-a-kind gown that the chief administrative officer wore on the red carpet to the Charity Preview.
We incorporated IAC brand attributes of elegant design, precise execution and boldly executed in all internal and external communication. Telemetry teased the campaign on IAC’s social media channels at the beginning of the week and engaged media ahead of the preview to spark interest.
We repositioned IAC to be at the forefront of material innovation and design through a campaign that exemplified the company’s tagline of designing environments that move you. Local media and automotive media alike covered the gown’s innovation, and the CAO was spotlighted live on the WXYZ red carpet. In addition, the company’s executives were frequently asked about the gown throughout the night with company partners reaching out with congratulations in the days that followed.