2014 Winners & Shortlists

The Campaign

The 2014 Lexus IS Launch – Integrated Campaign was created out of the need to emphasise the ‘fun to drive’ spirit of this new Lexus sports sedan as well as attract a young and trendy target audience.

Success of the Campaign

At the end of the campaign we achieved: • PR Coverage Value of over AED 4 million • Online impressions of over 2 million • Facebook impressions of over 1 million • 459 participants for the contest • Pre-rolls on YouTube achieved a view rate of 13.51%

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Inspired by the Lexus IS, our central idea was “BE THE PULSE OF PASSION”. Phase 1: Built excitement for the launch through print ads that pushed readers to Facebook for updates. For Phase 2, we handpicked 3 promising Passion Pioneers from fashion, design and music to represent the Lexus IS. They came alive in our print ads with QR Codes, and led readers to BE THE NEXT PASSION PIONEER contest hosted on the Lexus Facebook page. Created as an App, it invited participants to Trendset or Trendspot by sharing creative posts through social media. A personal account kept track of entries. Additional buzz was created by outdoor media, showroom branding, social media channels of Lexus and its Pioneers, and a media launch that featured a stylish after party. By popular demand, the contest was extended for a month. In the end, we crowned our winners and achieved our goal too.