Premium car brand Lexus has launched a roadside and city centre digital out of home (DOOH) campaign across high impact Ocean Outdoor locations in eight UK cities to mark the launch of its first all-electric luxury SUV.
The centrepiece of the activation is a two week domination of the iconic BFI IMAX in London along with an OOH special build on Ocean Outdoor’s roadside 96 sheet backlight which is positioned on the A34 Walsall Road, reaching commuters from Birmingham heading towards the M6.
Created by The&Partnership, media planning was through MSix and Kinetic.
The BFI IMAX execution uses the location’s customised Edison lighting technology. The advertising landmark has been recently upgraded from halogen strip lights to 48,000 LEDs in a move to significantly reduce emissions.
Ocean has chosen the world leader in LED technology as its preferred supplier. Part of this selection process was a firm commitment to exacting environmental and sustainable criteria.
In a great opportunity to align a campaign with a sustainable product with Ocean’s endeavours to be more sustainable across their screen locations, this was the perfect site on which to execute this campaign.
The eye-catching canvas highlights key interior and exterior features of the Lexus RZ, accompanied by messages elevating the Lexus RZ’s unforgettable electric driving experience.
Managed by Ocean Labs, the special build in Birmingham uses triangular lenticulars which allow for two different forms of creative visible from two different angles.
The materials used in the special build will be recycled for use in other projects.
Philip Lloyd, Senior Account Manager at The&Partnership, said, “To launch their first dedicated electric SUV in an ever competitive segment Lexus needed to dream big. They faced the challenge of needing to supercharge brand perceptions and meet ambitious business objectives for a new nameplate model.
To address this challenge, an integrated approach from both creative (The&Partnership) and media (m/SIX) created a combined strategy of ‘Electrifying the senses and emotions through multi-sensory experiences to bring the unique RZ driving experience to life’. This was executed through a broad campaign across AV, OOH, Print and Digital, using bespoke formats such as Meta AR Filters, Print Butterfly’s, Lenticular OOH builds and a 2 week takeover of the BFI IMAX in Waterloo. This suite of interconnected and integrated ideas (unified by a single thought) offered value across comms and consumer journeys to help the Lexus RZ stand out in a busy EV market.”
Laura Ougden, Brand Specialist at Lexus, said, “At Lexus we’re really focusing on big brand behaviour; utilising channels and formats which have never been done before on the brand. With the 2 week takeover of the BFI IMAX in Waterloo and our spread of special build lenticulars, we have achieved what we have aimed for. These sites are a brilliant representation of the hard work we’ve put in to shift brand perceptions in Lexus and will help us be distinctive in a crowded BEV market.”
Creative Agency: The&Partnership
Media Planning: MSix, Kinetic
Media owner: Ocean Outdoor
Special Build: Ocean Labs