The idea was simple: “a press conference on demand”. Yet, the execution of such a concept comes with challenges. Most importantly the availability of the company top executives, who traditionally host the press conferences at the IAA. These executives are not available for more than one press conference, let alone be available on demand.

A combination of new technology and on-demand was required. Virtual and Augmented reality solutions have been around for a while but have not been reliable and stable enough for large scale use.

The essence of the concept was no fixed time for a Lexus press conference during the busy press day schedule. Instead, media representatives can call at the Lexus booth at a time that suits them, equip themselves with a pair of mixed reality glasses and take a “guided tour” of the stand with commentaries and presentations by Lexus Europe executives and product specialists.

Accredited journalists were able to call at the Lexus stand at any time during the press days. They were given a pair of mixed reality glasses – the Microsoft HoloLens. With a swift explanation by a real-life hostess, they were sent on their way to explore the Lexus booth with the help of a virtual hostess. This hostess guided the journalists around the stand, viewing the exhibits while seeing and hearing speeches and key messages from virtual speakers, together with information graphics, 3D animations and video content.

The content included speeches by Head of Lexus Europe and Lexus product specialists, information on the new CT and NX models, an update on Lexus’ business performance and a look ahead to what is coming next for the brand. In all, the presentation took just 10 minutes and delivered all Lexus key messages in an innovative and practical way. A truly individual experience.

Lexus managed to be among the highlights of the show in the press coverage despite having no true world premiere news. The visiting press was appreciative of the new approach and wished for more manufacturers taking this “on-demand”approach.

Lexus reached their press coverage target for the IAA within a similar budget as a traditional time-slotted press conference, but with the added value of being perceived as more innovative and accommodating to the press. Two key values of the Lexus brand. Feedback from our guests (e.g. “Great tour with much information. Technical equipment – brilliant”, “Intelligent way to show information”) indicated that the Lexus press conference was an amazing experience with imaginative technology. Global media monitoring resulted an achieved outcome of more than 50% increase in journalist contacts and more than 30% increase of media reach (compared to prior Frankfurt International Motorshow) as well as 99% share of positive media tonality.