There were countless stories to be told of the innovation, state of the art technology and creative passion that went into creating the new Lexus GS. The digital experience had to combine all of those into an experience that a user actually wanted to spend time in. The digital experience for the GS also needed to be able to run across 20 European markets, necessitating an immersive yet flexible solution that could be tailored to local languages. The greatest challenge was balancing the need for depth of storytelling with a seamless user experience that made you want to read on, and on, and on.

Buried deep within the product guide to the new Lexus GS, was the overlooked fact that the car had been driven for a staggering 1m miles to evolve and hone its development. The creative leap was staking this straight testing fact, and turning it into an evocative story of discovery, which was brought to life with spectacular photography and a seamless and immersive user experience. What could have been a list of product features was instead turned into a beautiful documentation of an epic road trip.

The Million Mile Test Drive website was a resounding success delivering tangible results. For Lexus, success is often measured by the number of markets that take up the assets. Lexus Europe is active in 32 markets, and 18 of those chose to run the Million Mile test drive website.

Though formal results are not available from all markets, in the six European markets where activity was tracked, the million mile test drive has to date received 1,417,290 unique hits, which has given Lexus's traditional low awareness vs its key competitors the most visited digital experience Lexus have ever built.