The idea came to us while we were neuro-testing a campaign for one of our other clients. The technology and the research results eye-tracking produced weren’t designed to be consumer-facing, but we found that the data it produced, although brutally honest, could be made surprisingly beautiful at the same time. We were really excited by the idea of using the technology to show people how they subconsciously saw the Lexus IS for the first time, instead of preaching to them about all the car’s features.

We worked with Tobii Pro 2 glasses and Objective Eye-Tracking to achieve the final results. The wireless, live view function allowed real-time streaming of what the user saw, then the data was converted into a graphic drawing of the car and its features. By taking the viewer's data and converting it into their own personal art piece, it gave them a sense of personalised luxury.

1. Awareness

The KPI’s set by the client for unique video views within the first month of launch was achieved and exceeded by 23.5%, with 85% of viewers being new visitors.

2. Engagement and Consideration

KPI’s for ‘registration of interest’ forms were achieved and exceeded by 208%. The IS microsite achieved the highest session duration spent on any Lexus campaign.

3. Perception

The Lexus IS campaign successfully initiated the change in perception of the brand. We moved it from a brand that was solely associated with good engineering to a brand that deeply believed in design and technology.