The 2013 Lexus ES is a combination of high-tech and high-style like never before. The goal was to capture the imagination of a young tech-savvy audience, to make them see the Lexus ES, which had previously been perceived as “staid” and “boring,” as stylish and technologically advanced.

To do this, we couldn’t simply say that the ES was a stunning work of technology, we needed to create a stunning work of technology—something tangible to pique the interest of this young tech-savvy audience.

So instead of merely developing a stunning tablet ad, we brought the tablet together with the printed magazine to create something entirely new. We call it CinePrint. By simply placing the page on top of the iPad issue, readers can bring their print ad to life with light, motion, and sound. There is no extra app to download, all you need is the printed page and an iPad.

The idea took advantage of the current landscape of print and tablet media. Since magazine and tablet subscriptions are often linked, this was the perfect opportunity to create something that brought the two media spaces together. Adweek described this unique convergence of two separate mediums -- “Projecting light on (or in this case, through) a tangible surface creates an effect neither medium can accomplish on its own.”

One hundred percent of readers who experienced CinePrint agreed that it made them think of Lexus as “an innovative, forward thinking brand.” The piece generated lots of conversation, including 5,000 uses of the hashtag (#cineprint) in the first weekend and 700,000 organic views of the demo on YouTube. Overall, CinePrint earned over 128.2 million editorial impressions and made Lexus a topic of discussion among the very audience that the brand wanted to reach. Ultimately, within six months of launch the median ES buyer age decreased by six years and sales went up from 8.5% to 14% in segment.