Lexus came to M&C Saatchi to help launch their high performance sports car, the Lexus RC F V8. They wanted to use the launch of the RC F to create a halo for the brand; one that reinforced their design and innovation credentials.
The normal performance spec sheet metrics, that the car industry obsesses over, such as kW and 0–100km/h failed to demonstrate the design philosophy that drives Lexus:
To connect car and driver as one to create a more thrilling driving experience.
We wanted to prove that this car was exhilarating.
THE BIG IDEA
To show the world how thrilling the RC F is to drive, we created a world first by combining the car’s telemetric data with the driver’s biometric data, and visualising it on the outside of the car in real time. Through electroluminescent paint embedded within the layers of the car’s paintwork and a heart rate monitor with Bluetooth, we could connect driver and car. The RC F had become a digital car in the physical world that now pulsed to the driver’s heart rate.
Instead of a traditional TV and print campaign, a two-minute film of the test was the campaign’s hub. All executions linked to the film that can be found on the ‘performance’ page of lexus.com.au
Through Australia’s largest media network, news.com.au we partnered with them to run an innovative digital display formats – including chameleon, billboard, superskins, tablet interstitials, lightbox videos and mobile.
The idea struck a chord with the culture of motorsport.
- Tricky Jigsaw