A nationwide campaign to launch the brand new Lexus IS F Sport model in Vietnam. A harmony of technology, art and adventure fostered by media exposure, influencers inspiration, coastal experience and mountainous test drive experiment.
Deliverables
– Creative idea & concept for IMC plan
– Digital & Social campaign
– Key visual – POSM
– Event launching
– PR
– Influencer management
BACKGROUND
Lexus has long been celebrated for its reputation as a trustworthy and durable car brand. With a bold ambition to captivate the younger generation, Lexus introduced the modern entry-level Lexus IS, their first model featuring Hybrid technology. This innovative vehicle inspired a grand event concept that combines all sensory experiences. The aim was to allow Lexus enthusiasts to immerse themselves in the brand’s culture, marvel at the high craftsmanship, appreciate the advanced technology of the new hybrid model, and experience the art of the five senses.
BIG IDEA & STRATEGY
Lexus Signature with 5 senses of experience
A mixed experience of 5 senses through multiple touch points from test drive, artistic performance in nature to digital experiments.
WHAT WE DO
Creative Execution:
To deliver a full sensory experience to our audience, we developed the theme “Lexus Signature – The Art of 5 Senses”. This theme was beautifully brought to life through intricate design, concept, and a variety of onsite activities. Guests were treated to an exploration of tea culture, gourmet cuisine, the high-end Mark Levinson music system, and a historical exhibition of Lexus cars. This immersive event showcased that Lexus is more than just a car; it is a companion and a constant presence in every moment of life.
Through this event, we aimed to highlight the essence of Lexus, blending tradition with innovation, and demonstrating its role as a loyal and stylish partner for the modern generation.
Test Drive:
For the test drive experience, technical courses were meticulously designed by automotive experts from Japan, Singapore, and Vietnam to showcase the exceptional performance of the new Lexus lineup. These courses replicated the legendary racing routes of Nürburgring in Germany and Shimoyama in Japan. The highlight of this event was a thrilling 20-car convoy driving through the Hai Van Tunnel from Da Nang to Hue, culminating in a stop at the Le Ba Dang Art Gallery. This route offered breathtaking mountainous views and provided a perfect blend of exhilarating acceleration and artistic appreciation.
Launching Event:
The official launch of the new Lexus IS, featuring the first hybrid model in Vietnam, was an unforgettable night held on the private beach of the InterContinental Hotel. This groundbreaking event was the first car launch to take place on sand, adding a unique and memorable touch. The event was further elevated by a customized fashion collection from renowned designer Hoang Hai, and a dazzling appearance by First Runner-Up Kieu Loan Lona. This spectacular party left a lasting impression on all attendees. The event’s highlights and stunning moments were widely covered across article sites and car forums, marking it as one of Lexus’s most significant achievements in recent years.
