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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.

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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.

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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.

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Leading to our Creative Proposition - Enhanced Perspective

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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.

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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

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