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LEXUS LC LAUNCH
The LC debuts on the big game with new moves, a new tagline and a new voice.
LEXUS LC LAUNCHWatch The Spot
The LC debuts during the big game with new moves and a new tagline.
To celebrate a new era and introduce its new global tagline–“Experience Amazing”–Lexus and Team One created a :30 TV spot for the Lexus LC performance coupe entitled Man and Machine. The bold, contemporary look of the spot, which features freestyle movement artist and dance icon Lil Buck, highlights the LC’s striking lines and shapes. Directed by film and music video veteran Jonas Åkerlund and backed by the new Sia single “Move Your Body” the spot seamlessly intertwines dancer and sheet metal to highlight its theme of a machine inspiring emotion. Another intriguing aspect of the spot is that its copy is voiced by actor Minnie Driver.
HELPING EA RELAUNCH A FRANCHISE GAME AND TAKE DOWN THE CATEGORY LEADER
BEJEWELED STARSWatch Case Study Video
Bejeweled started the match-3 craze, but rather than rest on our laurels, with Bejeweled Stars, we rewrote the rule book on marketing a mobile game. We led with the emotion, rather than focusing merely on game features and graphics. Instead of simply selling another match-3 game, we offered them an escape hatch from their daily lives.
“Go to your shiny place” invited gamers to travel to a land of pure joy. A land that could only belong to them. By leading with this simple human truth, we created a new narrative that was both universal and completely unique. By inviting our audience to imagine their shiny place, we separated Bejeweled Stars from the category and elevated it to the status of digital life-enhancer.
LEXUS LIT project
Making a performance sedan so responsive it even reacts to light and sound.
LEXUS LIT projectWatch Case Study Video
The Lexus LIT IS sends signals like no car before, thanks to Team One’s idea to wrap it in 41,999 LED lights programmed with dynamic designs, giving it the ability to react to music and movement. This remarkable feat made an already aggressive performance sedan more provocative than ever.
This incredible achievement earned a featured role in U.K. chart-topping artist Dua Lipa’s new music video for her hit song “Be the One.” The first-of-its-kind collaboration pairs Dua Lipa’s powerful vocals with an ethereal storyline, featuring the vehicle as a character and visual anchor in a story that also casts actor Ansel Elgort (Divergent; The Fault in Our Stars) as Dua’s former love.
The Lexus Sriracha IS
Helping Lexus spice up the PR effort for the IS, one of their hottest models.
The Lexus Sriracha ISWatch Case Study Video
How do you celebrate the launch of the 2017 Lexus IS sport sedan—a car designed to be bold, provocative and fun? Team One and Lexus set out to make a hot car literally spicy. How? Just add Sriracha. Specifically, the Lexus Sriracha IS.
With the blessing of David Tran, founder and CEO of Huy Fong Foods, we gave this mouth-watering model all the foodie finishes a hot-sauce lover needs. These included a custom paint job with chili-like flecks, a Sriracha-injected steering wheel, temperature settings that go from cool to Sriracha, bottle-cap green accents on the spindle grille and green seat stitching and mood lighting. The result is guaranteed to make your pulse race and your palms break out in a sweat.
DECEMBER TO REMEMBER SALES EVENT
KIDS ASK SANTA FOR SOME TRANSPARENTLY SPECIFIC GIFTS IN THIS YEAR’S LEXUS HOLIDAY CAMPAIGN
DECEMBER TO REMEMBER SALES EVENTWatch The Spot
For the big red bow’s “Sweet 16” in 2016, Lexus and Team One launch a new integrated marketing campaign anchored by five general market commercials. The ads aim to rekindle adults’ love for the holidays by encouraging customers to embrace the childlike sense of wonder that accompanies the season. The spots — whose voiceover states, “If you’re going to wish, wish big”—position Lexus vehicles as the ultimate object of desire and feature adults enlisting their children to help them put in their requests to Santa Claus.
The print campaign adopts a similarly playful tone with exclusive illustrations from American artist Andrew Bannecker. The ads show various Lexus vehicles topped with red bows alongside the headline “Wish, Granted,” and offer a modern interpretation of a classic winter wonderland.
THE IMMERSIVE SONIC CHALLENGE
Auto enthusiasts who took our 9.1 surround-sound Sonic Challenge, couldn't believe their ears.
THE IMMERSIVE SONIC CHALLENGEWatch Case Study Video
Team One made the experts rethink Lexus performance by creating a one-of-a-kind audio experience that featured the LC 500’s ferocious engine note. The Immersive Sonic Challenge invited hardcore enthusiasts attending the 2016 SEMA Show to try to guess an unidentified car only by hearing its engine note. Inside the exhibit, they were thrilled by a powerful 9.1 surround-sound experience powered by Mark Levinson®. Reactions to this hyper-real audio simulation of a test drive ranged from stunned to amazed. But what surprised our audience most was that the car behind the roar was an LC. Auto website Jalopnik proclaimed, “The 2018 Lexus LC 500 already sounds better than a BMW.” Sounds good to us.
V-LCRO APRIL FOOLS DAY PROMOTION
An automotive brand tries its hand at comedy and laughs all the way to 355 million PR impressions.
V-LCRO APRIL FOOLS DAY PROMOTION
April Fools’ Day has become a major cultural event, with consumers actively searching out hoaxes and news organizations eager to spread the word. And with so many people already talking, we saw an opportunity to make sure the conversation was about Lexus.
So Lexus, the company that takes itself very seriously 364 days a year, decided to take the day off and introduce the world to its latest innovation: the Variable-Load Coupling Rear Orientation system. In other words, a Velcro®-covered driver’s seat.
For the joke to work, we had to stay in character as long as possible. Imitating our own technology videos, we even used the same Lexus expert to announce the breakthrough. Team One shot a video for YouTube, created print for social media and even redid the Lexus homepage. In all, we produced over 50 pieces of unique content, all to support the hoax.
Our efforts really stuck with our audience: 1.5 million video views. 736,00 likes, shares and comments. Plus, features on ABC’s This Morning America and NBC’s Today show, and mentions in over 100 news articles, five times more than any other car brand’s April Fools’ Day efforts.
LEXUS and LEXUS DEALER ASSOCIATION
THE LEXUS PERFORMANCE LINE & SOCCER STAR CLINT DEMPSEY TEAM UP TO PROVE YOU CAN NEVER HAVE TOO MUCH PRECISION.
SPORTS THRILLUSTRATEDWATCH TV SPOT
Everyone knows the name Sports Illustrated. But when you pair three thrilling vehicles with one soccer superstar, you get an entirely different experience—Sports Thrillustrated. As part of an integrated campaign for the Lexus Performance Line, we partnered with Sports Illustrated and Clint Dempsey to create a custom-content series that puts the skill of both car and player on dramatic display. The resulting video transports the viewer to the middle of the ultimate trick-shot playground. Because when Lexus and Clint Dempsey get together, precision is the name of this game.
GS F THE BRACKET
AN ENTIRELY NEW BRACKET GAME MAKES COLLEGE BASKETBALL FANS CRAZY ABOUT LEXUS.
GS F THE BRACKET
Every March, 70 million brackets are filled out on various sports websites by rabid college basketball fans. With hundreds of corporate sponsors every season, getting fans to notice your brand is a daunting challenge. Which is why Lexus decided to try something new. Instead of sponsoring a bracket on a sports website like everyone else, we gave them another bracket—one with a twist. With Yahoo, we created GS F The Bracket, an entirely new bracket game. Rather than picking which teams would win each game, fans predicted which match-ups would be the fastest to go from 0 to 60 points, inspired by the 4.5-second 0-to-60 time of the GS F. Yahoo had millions of traditional college basketball brackets filled out on their site. And every time a fan finished their bracket, they were invited to play GS F The Bracket.
With TV and social supporting the effort, 65,000 people signed up and continued playing and engaging for three weeks, making GS F The Bracket the most engaging branded college basketball bracket in the history of Yahoo. The bracket generated 166 million media impressions and 54 million earned media impressions. The video we created to announce the bracket received 23 million impressions.
NYFW PARTNERSHIP WITH JEREMY SCOTT
LEXUS PARTNERED WITH FASHION DESIGNER JEREMY SCOTT TO CREATE A FLEET THAT DROVE NOT JUST PASSENGERS, BUT ALSO AWARENESS.
NYFW PARTNERSHIP WITH JEREMY SCOTTView Example
Alongside the glitz and glamour, the reality of Fashion Week means attendees struggling to maneuver their way from one show to the next. Team One helped Lexus do more than merely offer transportation. To maintain relevance and live up to its Fashion Week mantra, “Design Disrupted,” Lexus partnered with unconventional fashion designer Jeremy Scott. Together, they created an innovative way of showcasing the highlights of his collection to the general public—wrapping his standout prints of the season on Lexus’ best-selling vehicle, the all-new 2016 RX.
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