Lexus campaign gives a “fresh perspective” on engagement

Challenge

To promote the launch of its CT Hybrid, Lexus wanted to reach a new target audience of culturally diverse and well-rounded consumers who use media to stay connected to what’s hip and cool. Lexus needed an original multi-screen program that would blend seamlessly with its overall communication strategy and would bring to life the CT-inspired creative platform, “Breaking Convention.”

Solution

Microsoft Advertising developed a customized multimedia campaign focused on six artists. Through an Xbox LIVE Branded Destination Experience (BDE) and an Online Digital Experience, the “Fresh Perspectives” campaign featured multiple engagement opportunities for consumers, and provided a platform for the artists to organically integrate the CT attributes into their craft.

Results

The campaign was a huge success, receiving coverage by Mashable, USA Today, Variety, and Media Post.

Online consumers in-market for a Hybrid were 83 percent more likely to consider purchasing the Lexus CT than those not exposed to the campaign. Users exposed to the campaign on both Xbox LIVE and online increased brand favorability by 19 percent and consideration for purchasing a Lexus CT increased 29 percent. In addition, users spent over three minutes on average interacting with the brand and exceeded the traffic conversion goal by 60 percent.