The all-new Lexus RC F, a 5.0L V8 performance coupe, is the purest embodiment of the F philosophy, so we set about developing a way to show the world exactly how thrilling it is to drive.

We discovered a way to show pure emotion of driving the RC F through data visualization. We combined a selection of major panels from the car, an experimental electroluminescent paint, custom shields, wireless heart monitors and biometrics to display the driver’s heart rate on the outside of the car in real time. Then raced it, at night.

Using the data from the heart monitor, we were able to show the physical response of pure enjoyment that was on display to the world - as opposed to a set of questionable performance figures or obscure telemetry.

By leveraging these breakthrough data visualisation technologies, we had created the world’s first car with a heartbeat.

A test day at Wakefield Raceway allowed us to collect a range of biometric data and the driver’s heart rate showed the most significant correlation with the car’s telemetry.

As part of the design process we discovered an embryonic technology developed by a start-up in Iowa that we used to bring the heartbeat car to life, an experimental paint that glowed when an electric current passed through it.

We stripped back our $150,000 RC F to a raw metal chassis and designed an invisible pattern of electroluminescent paint that sat under the car’s normal finish.

An animation sequence was designed and using a microcontroller board via a custom shield we controlled the sequence and managed the power. With a compatible heartbeat monitor, the driver’s BPM was sent to the microcontroller for animation and display.

In the wake of the Heartbeat Car launch the RC model’s average market share increased from 7.5% to 10.8%.

The PR component generated over 18 million media impressions, and encouragingly for the brand they appeared in influential publications such as Wired, Mashable, Verge and PSFK.

Over a four-day period the campaign was supported by 9.6 million paid media impressions to ensure it reached our critical audience of Australian high-end luxury buyers, while also covering a wider audience through auto, tech, style and news sites.

Widespread conversation showed a deeper understanding of the Lexus brand and its F marque with nearly 30,000 shares.

The social activity led to 429,779 impressions across the Lexus Australia owned Facebook, Twitter and Instagram channels.