Challenging the Media to “Change Lanes”
Toyota’s Lexus has had an impressive rise to the top, at times leading all other brands in sales. Driven by a combination of style, craftsmanship, performance and reliability, Lexus has redefined the luxury market. With competition increasing, the brand relaunched the Lexus IS in 2014 and charged Allison+Partners with creating dynamic experiences that challenged media, consumers and influencers to “Change Lanes” and see Lexus in a refreshed light.
Our team developed an immersive experience that brought the brand to life through events that took place in the urban and technology-driven city of San Francisco. Targeting the right influencers, forty-eight members of the media across automotive, lifestyle and technology verticals travelled from California, Arizona and Colorado to take part in the Lexus “Experience” which included awe-inspiring drives held at decommissioned Alameda Point Naval Base, featuring stunning views of the skyline. Street driving took journalists into the remote, winding hills of the East Bay.
Instagram and Twitter added a social element coupled with a charity component to the campaign. Using the hashtag #LexusISinSF, attendees were encouraged to take pictures of the IS and capture the spirit and design of the car. For each photo posted, Lexus donated five dollars to the Out of Site Youth Arts Center.
The event was an astounding success and not only supported Toyota’s Northwest US goals, but also contributed to the national and international brand relaunch efforts. Lexus, the top-selling luxury-auto brand in the U.S. for 11 years, posted a 23% sales increase in August. Leading this growth was the introduction of the 2014 Lexus IS. In addition, sales surged 87% for the new IS sedan, with strong sales of more than $48 million in revenue coming from across the Western U.S. markets.
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