NX: All Eyes on Me Campaign Site

Lexus Hong Kong was readying for the launch of their brand new hybrid SUV, the NX and came to Designercity to request for a campaign site in support of their launch. Their requirements were that the site had to be created based on their theme, Amazingly Sharp with breakaway taglines to use. “I look Sharp, I think Sharp, I drive Sharp and I Feel Sharp”, respectively. They wanted us to convey visually and in styling that the new NX was in sharp contrast to their other models.

Planning & Execution

To do that, Designercity decided to use the movie Sin City’s graphic novel style as backdrop to create a black & white concept movie trailer using canvas animation for mobile and web. The minimal use of colours was specific to highlighting the client’s ‘Sharp’ concept while only featuring shades that the brand new car was going to be available in. The game mechanics was designed to collect data by first having fans log in using their Facebook identity. The video’s storyboard was created to allow fans to interact with the brand, get to know the car, its features and functionalities, available options for customization in the most engaging manner, behind the wheel of the car.

Effectiveness / Results

This month long campaign was launched on the official HK launch of the car on August 22, 2014 and we have received more than 2000 qualified entries with 70% of traffic coming from mobile while the remaining players used the website. This number is reflective of Hong Kong as a digital hub with a mobile subscriber penetration rate (as of April 2014) 237.8%.

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The Campaign Asia-Pacific Team