Lexus Heart Racing
BACKGROUND
Lexus Australia had a perception problem. It was seen as anything but an exhilarating performance vehicle. The task was to use the launch of the new RC-F as an opportunity to challenge this misconception.
Role
Design Director
TEAM
Chris Little Phil Leece Chris Cheeseman Steve Hanzic Nev Fordyce Roger Chapman
Heart racing 90"
Heart racing 90"
OVERVIEW
The Lexus RC-F is an absolute sensation to drive. Problem was, very few were willing to even give it a test drive.
So the idea was simple, show how heart racing the car was to potential buyers without them ever having to step into it.
To achieve this we embarked on creating the worlds first bio-luminecent car, a car that reflected the drivers heartbeat through it's exteriour paintwork.
There are so many details I love about this project, the key corner we shot to really get our drivers heart rate going was a recreation of Fuji Speedways first turn. Known as Daiichi (The Big One) – an impossible hairpin bend that claimed more lives than any other corner in racing. It was so dangerous it was closed in the 1980s. This track is also the birthplace of Lexus Racing Division.
Further to this we turned our print into film posters, each was ‘Shazamble’ and launched a 2-minute film of the experience. The ads ran as wraps on broadsheet newspapers and in premium magazines. This was supported by advertorial in GQ magazine and in rich media takeovers on Australia’s top online news sites, as well as the home of petrol heads - Top Gear.
Heart racing case study
Heart racing case study
The results.
The campaign resulted 110 million earned media impressions across 30 different countries. It triggered the highest month's sales in Lexus Australia's history and a 25% increase in market share for the RCF.
Creatively, the campaign picked up a D&AD wood pencil for design and innovation, 2 silvers and a shortlist at AWARD, 3 spikes (bronze and 2 shortlists), a couple of one show merits and a Bronze at Cannes.
