- Outdoor Recreation
- DeliverablesAdvertising, Content, Email Marketing, Mobile, Motion Studio, Positioning, Product Launch, Programmatic Media, Social Media, UX/UI, Websites
Launching Liberty
With game-changing technologies and ever-changing innovation, E-Z-GO has been an industry leader for decades. But recently, they expanded their focus from golf courses to neighborhoods with vehicles designed for a head-turning way to get around. E-Z-GO's newest release — the Liberty — promised to be the highest-end offering to the consumer market to date. It combined the most advanced, efficient technology with another industry first: four forward-facing seats. A launch this big needed big ideas to match, so we created a powerful campaign that was nothing short of electric.
Creating Some Serious Buzz
A great product deserves some great hype. So we kicked off the campaign with a teaser video and social content highlighting product differentiators.
![golf cart video poster](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2F755571045_1664547087.jpeg&w=3840&q=75)
A New Spin on Social Teasers
Liberty had a lot to talk about — including four industry-first, forward-facing seats. We used that feature as our inspiration to create fun (and cryptic) social media posts.
![liberty golf cart social story example](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2FE-Z-GO-Liberty-Social-Grid-2_405x720.jpg&w=3840&q=75)
![Liberty social story example on phone](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2FE-Z-GO-Liberty-Social-Grid-3_405x720.jpg&w=3840&q=75)
![Liberty social story example](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2FE-Z-GO-Liberty-Social-Grid-1_405x720.jpg&w=3840&q=75)
![Liberty social story example on phone](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2FE-Z-GO-Liberty-Social-Grid-4_405x720.jpg&w=3840&q=75)
![couples infront of house getting on golf cart](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-photo-3-1800x760.jpg&w=3840&q=75)
Digital Designed to Dazzle
At launch, Liberty was only being offered as a pre-order opportunity. That meant that consumers needed to be "wowed" enough online to make a purchase before seeing the vehicle in person. Certainly a lot of pressure for a digital advertising, but we delivered with ads that enticed and intrigued.
A Page with Powerful Content
E-Z-GO Liberty provides comfort, control and everything in between. So we created a storytelling landing page to reinforce product benefits and show off everything this incredible, lithium-powered vehicle has to offer.
Let the Launch Begin
Our campaign release date was timed with the start of pre-orders — and the launch of our full-length product video. We took consumers for an immersive ride through all the powerful, innovative and stylish details while showing off every inch of Liberty.
![two men and a woman in a gold cart by the lake](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-launchvideo-thumbnail-alt.jpg&w=3840&q=75)
Shouting From the Social Rooftop
Research showed the ideal Liberty customer spent a lot of time on social media. We drove our product story home with a comprehensive social plan including plenty of vehicle eye candy.
![Liberty golf cart facebook carousel on phone](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-social-launch-2_2000x1200.jpg&w=3840&q=75)
![Liberty golf cart facebook carousel on phone](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-social-launch-4_2000x1200.jpg&w=3840&q=75)
![Liberty golf cart facebook carousel on phone](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-social-launch-3_2000x1200.jpg&w=3840&q=75)
![Liberty golf cart facebook carousel on phone](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-social-launch-1_2000x1200.jpg&w=3840&q=75)
![people on golf cart driving through neighborhood](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-photo-4-1800x760.jpg&w=3840&q=75)
All the Liberty Anyone Could Ask For
Once customers engaged with our content, we had a plan to deliver the rest of the details. Supporting collateral and emails were designed to show every incredible detail and push everyone one step closer to purchase.
![E-Z-GO Liberty Sell Sheet](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-sellsheet-1800x2050.jpg&w=3840&q=75)
![E-Z-GO Liberty Email](/_next/image?url=https%3A%2F%2Fdrupal.swansonrussell.com%2Fsites%2Fdefault%2Ffiles%2F_images%2Fgeneral%2Fezgo-liberty-email-full-1800x2050.jpg&w=3840&q=75)