Brand | AL-FUTTAIM MOTORS LEXUS |
Product/Service | VEHICLE LAUNCH |
Entrant | GMASCO Dubai, UNITED ARAB EMIRATES |
Category | Use of Digital Media (Including Mobile Devices) |
Entrant Company
|
GMASCO Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
GMASCO Dubai, UNITED ARAB EMIRATES
|
Production Company
|
AIR3 Dubai, UNITED ARAB EMIRATES
|
Results and Effectiveness
We achieved:
• 220,000 views on Youtube
• 6,000+ new fans on Facebook
• 1,000+ followers on Twitter
• Over 300 organic mentions of #dronechase
Creative Execution
Implementation:
Based on an understanding of the psychographics of the target audience we leveraged various mediums to achieve the objectives set out for the campaign:
Websites- to reach potential audiences with purchase intentions we targeted various male & female lifestyle websites, business and news sites & automotive sites with high traffic of automotive enthusiasts. Furthermore, engagement platforms on web, mobile & Tablets were utilised as well
•Social media: YouTube – Facebook – Twitter – Instagram
• Social influencers & Bloggers
• Websites
• Cinemas
These channels helped in generating large no. of views/impressions and allowed to engage with the target in an entertaining/thrilling manner.
Insights, Strategy and the Idea
Objectives:
• Establish Lexus RC-F as the performance leader in its class and position it as the ‘game changer’
• Engage the TA in an unconventional, unexpected and compelling way
Target Audience:
• 25-40 age group, key focus on male Emirati's and Arab expats
• Target group seeks high performance, technologically advanced vehicles with daring designs which gives the desired adrenaline rush
Insight:
The idea of setting up a drone chase was to associate Lexus RC F that showcased its technological prowess, agility and dynamic road-handling.
By pitting the RC F against a drone in a breathtaking mountain chase scenario, we were able to highlight its features in a unique manner, managing to capture the imagination of our TA with a story that was contemporary, topical and relevant.
Relevance:
Lexus RC fulfils a continuous desire for goose-bumps & exhilaration ‘Like Never Before’ thus matching the TA's need for adrenalin rush.
Credits
Rishad Lawyer |
GMASCO |
Creative Director |
Kiran Rao |
GMASCO |
Art Director |
Apeksha Arora |
GMASCO |
Account Manager |
Emma Hutchman |
GMASCO |
Account Director |
Hossam Mahgoub |
GMASCO |
Account Executive |
Husain Cherawala |
GMASCO |
Digital Account Manager |
Sydney Lobo |
GMASCO |
Digital Art Director |
Ameen Jaber |
Al/Futtaim Motors Lexus |
Marketing Manager |