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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.


1.3 M virtual attendees

5 million reach

LX 600 trended on

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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