Lexus: Real Racing 3’s virtual test drive
Campaign details
Advertiser: LexusAgency: Electronic ArtsCategory: Native Advertising Region: North America
Strategy
The campaign objectives were brand, launch, & model focused:
- BRAND. Pursue an aspirational, younger audience; signal how the brand has progressed through its focus on performance, design, & innovation; & add desire, on top of reason to the brand.
- LAUNCH. The new IS is the latest in a succession of launches introducing a new direction for the Lexus brand. With its high volume, the IS can continue to reinforce key brand attributes like performance...