2015 Winners & Shortlists

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.