标题 | SLIDE |
广告公司 | T&Pm |
广告战役 | Amazing in Motion |
广告主 | Lexus |
品牌 | Lexus International |
首次发布日期 | 2015 / 8 |
行业领域 | 其他汽车 |
剧情简介 | SUMMARY : The Lexus brand has been long admired for its luxury credentials, quality and service. However, it is not known for being imaginative, exciting or cool. So the challenge was to connect with a new, younger audience and get them excited about the brand. However, the progressive luxury audience that it wanted to engage was not listening to Lexus, which was outnumbered and outspent by the German luxury automotive brands. To connect with its audience Lexus needed to do something to out-smart its competitors. The answer was inspired by the words of Lexus Chief Engineer Haruhiko Tanahashi – “There is no such thing as impossible, it’s just a matter of figuring out how”. We created a real, rideable Hoverboard and shared the progress we made through a variety of social and media channels over a two month period. From the very beginning, the project was designed to be digitally contagious – so it would spread like wildfire across social media and influence the influencers, meaning global coverage would become the fuel for the campaign. Meticulous attention to detail was spent planning the two-month narrative for the project. A number of different videos and PR milestones were developed to engage the world’s media and key influencers at the right time. In under 24 hours, the campaign drove more than 100million+ impressions, generated over 11million+ views and #LexusHover was trending on Twitter and Facebook. Mainstream media from BBC, CNN, USA Today, ABC World News published editorial on the campaign, and CNBC live-broadcast an interview with a marketing expert on their channel, heralding the tease film a “marketing slam-dunk by Lexus”. On 5th August when the full campaign broke, international coverage exploded online – Reuters, Huffington Post, BBC, Wired, Bloomberg, Forbes, Wall Street Journal, E!Online, TMZ, Fox News and many more, were all writing and tweeting about the campaign. Fast Company even released a filmed interview piece with two of their tech editors questioning if you are a Lexus competitor what do you do next? In total, the Lexus Hoverboard campaign has generated over US$56milllion in equivalent media value, driven more than 33+million views worldwide and over 1.7billion impressions. 97.5% of the local markets worldwide have activated the campaign online via PR and owned social media channels. 40% of web traffic driven to the Lexus site was Hoverboard related activity. The Lexus Hoverboard is currently the brand’s most successful online campaign to-date. As the volume of global ‘branded content’ continues to grow exponentially, increasingly it takes something special to stand out. Lexus needed to tell the story of the imagination, ingenuity and creativity that runs through their brand. They needed to tell that story in a way that would be digitally contagious, where the world¹s press, digital influencers, and the public at large became the communicators, rather than paid for media plan. To answer this challenge, together with Lexus we conceived, developed and created one of the iconic products of recent popular culture, the Hoverboard. For real. Showcasing their design and engineering credentials, but crucially also showing their pure imagination, the project took the world by storm. The unique project inspired a range of international audiences from tech, design, film, motoring, lifestyle and beyond, generating tens of millions of pounds of coverage purely by the strength of the idea, not the size of the media budget. |
媒体类别 | Web Film |
长度 | |
Soundtrack | Waiting all Night |
剪辑公司 | Marshall Street Editors |
后期制作 | MPC LDN |
音频后期制作 | Wave Studios |
执行创意总监 | Jonathan Burley |
创意总监 | Monty Verdi |
创意团队 | Brad Woolf |
创意团队 | Dan Bailey |
摄影师 | Olly Burn |
广告公司执行制片 | Zoe Barlow |
广告公司制片 | Zoe Barlow |
广告公司制片 | Nikki Cramphorn |
广告公司制片 | Nicola Ridley |
广告公司制片 | Matt Cresswell |
广告公司制片 | Lindsay Hughes |
数字艺术指导 | Chad Warner |
数字艺术指导 | Ben da Costa |
数字设计 | Chad Warner |
执行制片 | Fergus Brown |
执行制片 | Chris Barrett |
制作公司制片 | Ray Leakey |
导演 | Henry-Alex Rubin |
Assistant Director | Sarah Michler |
电影 | Ken Seng |
摄影指导 | Ken Seng |
制作设计师 | Joel Collins |
剪辑师 | Spencer Ferszt |
Assistant Editor | Jake Armstrong |
MUSIC Artist | Rudimental |
音乐 | Platinum Rye |
音乐作曲家 | Edward Jonathan Harris |
音乐作曲家 | Kesi Dryden |
音乐作曲家 | Piers Sean Aggett |
音乐作曲家 | Amir Izadkhah |
音乐作曲家 | James Richard Newman |
特效 | Bill McNamara |
特效 | Post Production Supervisor |
Colorist | Jean-Clément Soret |
音效 | Parv Thind |
制作公司 | Smuggler |