Lexus
LX600 Global Launch
Challenge: The Lexus LX is a beloved car in the UAE. However, it hadn’t been updated for 14 years and was perceived as a car for “older people”.
The All New 2022 LX600 changes all that. Luxurious, technological, powerful, beautifully designed.
​
Lexus asked us to Reveal the LX to both the VIP and mass audience, during a pandemic, while changing brand perception in younger audiences, engaging existing older, VIP audiences and driving purchase intention throughout.
​
Insight: LX600 consumers are on a journey. They are confident in their capabilities and they want a vehicle that reflects the new horizons they are encountering.
Those may range from off-roading in the desert or travelling in luxury in the city. To taking on new challenges and making new statements in their lives.
They are looking for a vehicle that takes them into exciting new places. And reflects their positivity in a way that shows that they are capable of seeing things differently.
​
Leading to our Creative Proposition - Enhanced Perspective
​
Solution: For our audience of VIPs we crafted a COVID-friendly auditorium glowing with Japanese influence, to experience the global film reveal streamed live from Japan.
-
An immersive digital storytelling experience followed, using enhanced perspectives of three different stories, tailored to the environment
-
Top-down projection mapping displayed the intricacies of Lexus’ craftsmanship along with a captivating Japanese-inspire animation.
-
The LX speaker’s engulfing sound was highlighted through digital sound showers, moving guests from silence to sound in one step
-
One-touch installation replicated the LX600's fingerprint access innovation
Simultaneously, the influencer “Lexus Enthusiast” broadcast the reveal experiences and commented live to all his followers.
Lexus’ own channels also live-cast the experience, generating even more conversation and engagement.
​
Results:
1.3 M virtual attendees
5 million reach
LX 600 trended on Google.ae
3,500+ direct messages on Lexus UAE owned social channels
Changed brand perspective: 3.5X higher positive messages received demonstrating a 7% uplift
Purchase intention: 67.5% requesting availability of LX 600
