2. 2
Case Studies | Automotive
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.
BMW
REVS UP
SOUTHERN
CALIFORNIA
WITH CARUSO
Case Studies of Collaboration
3. 3
Case Studies | Automotive
Introduction to Caruso Affiliated AUTOMOTIVE
FIAT
DRIVING
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
Case Studies of Collaboration
4. 4
Case Studies | Automotive
Introduction to Caruso Affiliated TRAVEL & TOURISMCase Studies of Collaboration
CHEVY MALIBU
TAKES 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.
5. 5
Case Studies | Automotive
Introduction to Caruso Affiliated AUTOMOTIVE
“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
Case Studies of Collaboration
6. 6
Case Studies | Automotive
Introduction to Caruso Affiliated AUTOMOTIVE
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 RADIO
SURPRISE
CONCERT
WITH KELLY
CLARKSON
Case Studies of Collaboration
