Lexus
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Brief
To raise awareness and increase knowledge of the Lexus brand in Germany and to showcase it’s products against those of it’s main rivals there – Mercedes, BMW and Audi.
Challenge
To create a touring 2000 square metre brand experience that truly reflects the quality, innovation and technical advancement of the cars. To create a graphic style for the event consistent with Lexus branding and the core messages. To engage consumers traditionally resistant to foreign auto brands.
Result
With around 6,000 visitors at a total of five events at Lüneburg and Hockenheim race tracks in Germany, Lexus Live exceeded all expectations.
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