The Lexus RX is a a luxury SUV. Our brief was to launch the 4th generation RX in Australia, in a way that appealed to a new generation of drivers.

In Australia, Lexus is accepted as a maker of luxurious vehicles but not embraced as a credible luxury brand.

As a result, despite increasing sales and brand recall, Lexus’ share of the luxury car market was not growing.

Our task was to attract a distinct group of Australian buyers and strengthen the Lexus brand through the all-new RX – the key model launch for 2015.

Searching the world for a Lexus driver who dares to step forward, Lexus Australia brought Jeb Corliss, the world’s most renowned BASE jumper, to Australia to get behind the wheel of the first RX in the country … in the most dramatic way possible.

One of the world’s top wingsuit pilots, Corliss took delivery of the first Lexus RX in Australia in a way only he could – jumping from a Caribou plane at 12,000 feet above sea level, flying via wingsuit and landing on a flat-bed trailer carrying the Lexus RX.

We then sent eDMs out to current owners to advise them of the upcoming launch so they could pre-register their interest and be among the first to do a test-drive and participate in an Australian and automotive first. Viewers were able to participate through Corliss’ perspective in a 360-degree Virtual Reality immersive experience on YouTube.