Lexus launches the IS 300h, making Lexus the first brand ever to offer only hybrid cars.

Still, Lexus cars are not too well known, making this launch the perfect opportunity to change that.

We started from a basic truth that cars lose 30% of their value simply by leaving the showroom. To launch the IS300h, we wanted to prove the opposite is possible. We created the first ever car that would increase in value - just like a piece of art.

In a world's first experiment, a hybrid car will be creating an auto-generative portrait of its driver using specially developed artistic software measuring his hybrid driving style and converting this into 'digital brush strokes'.

artist Sergio Albiac coded his way of painting into a software that we implemented in the car.

Sensors will collect real-time data about speed, RPM, Hybridity and influence the art software.

The portrait is viewed on the front video screen and on www.artismotion.com for everyone to view

TO LAUNCH THE CAMPAIGN, WE USED A TOP-DOWN PR-APPROACH

1. Individual approach of key-opinion-leaders.

2. Target key influential journalists and bloggers within strategic communities. (automotive, technology, design, art & lifestyle)

3. Massive spread on social networks.

We reached 15 million people via social media only.

So, when the car got auctioned online, it reached a price of over 60000$

This led to a great launch of the car, with double more test drives being booked and target sales being reached within a month.

Sensors recognize inputs such as the balance between electric and petrol use, speed and acceleration. This data is instantly converted into digital art imagery on the dashboard screen based on the original work of Spanish multimedia artist Sergio Albiac.

This pre-launch was attended by journalists.

The campaign was launched one week later through online and offline PR, leading people to the website.

Then emailing to prospects and clients followed leading them to the online platform.

Posters of static portraits are featuring in the POS of the Lexus dealers leading them to the online platform.

And a special exhibition of the car with the artwork was organized in the most famous Walter Vanhaerents art gallery in Brussels. Only top prospects were invited.

On the online platform visitors can follow the generative portraits, see an explanation film from Sergio Albiac and bid on the Art is Motion car.

-People stayed for an average of 6 min on the website

-134% more testdrive requests compared to the launch of the previous IS model.

-Annual sales target reached in one month(objective was 290 in a whole year).

-After 1 week only, the campaign was featured both on- and offline on the most influential sources in automotive, technology, lifestyle, trends, & design

-15,670,000 people were reached via social media.

-Estimated Earned media of € 10 000 000 with 0 Media budget

-Lexus International is looking into developing the idea as feature for future cars