The research showed that Lexus occupied a very rational space in the mind of potential customers: well made, great customer service, but lacking in excitement. This brand problem was stopping potential customers choosing Lexus for their next car.
Rather than tell people that Lexus was a visionary and exciting company, we decided to show them by using Lexus engineers to create a hoverboard.
With very little media money we worked with influencers in relevant online communities– tech lovers, petrol heads and sci fi fans – to make sure that the content would reach a global audience.
The campaign generated an estimated $64m worth of coverage – there were 40,000 social media posts on launch day alone. More importantly 2015 saw Lexus achieve record car sales and global affinity measures increased dramatically.