2022 Winners & Shortlists

Why is this work relevant for Media?

An event of this scale was not only a first for the region, but also the most-viewed for the luxury car segment. Over 650k people tuned in live to be entertained and informed about the arrival of Lexus' new flagship SUV.

Background

The much-awaited world premiere of the new Lexus flagship mode, LX, was set to happen in Middle East. It was the first of its kind in the region, an opportunity to make a statement that positions Saudi Arabia as a global leader in premium mobility and to reach a global audience.

Describe the creative idea / insights (30% of vote)

The event was inspired by the global communication platform that the Flagship LX represents a ‘new legacy’. As a country that in the midst of forming its very own new legacy, the show represented how Saudi Arabia is opening up to the world, while also raising the bar for world premieres. Extending this philosophy to the show, the stage opened up using kinetic screens to reveal the new LX. Featuring KSA’s largest drone show, and stars like Supercar Blondie, the world premiere was broadcasted to a global audience while giving the local attendees a chance to test the car. The iconic Tuwaiq Palace was the perfect backdrop for the kingdom’s first and the world’s biggest luxury car premiere.

Describe the strategy (20% of vote)

For an event that's the first-of-its-kind in the region, the strategy was to connect with both global and local audiences: A world premiere broadcasted to global audiences with an opportunity for the local audience to physically test the car.

Describe the execution (20% of vote)

Throughout the event guests witnessed the birth of a NEW LEGACY of the new Lexus, originated in KSA. As the country is progressing beyond the established image, Saudi Arabia raised the bar for world premieres to a whole new level. The show was split into four acts, where each segment represented the link between the Lexus LX USP’s and KSA's vision for the future. During the reveal, the kinetic screens opened up, to reveal the all-new LX. The event was streamed online, with almost a million tuning in to the live stream.

List the results (30% of vote)

650K LIVE STREAM VIEWERS 39 MILLION VIEWS 209 MILLION IMPRESSIONS 1 MILLION EUR OF PR VALUE GENERATED