Campaign Information The brief
Lexus needed to launch its flagship 4x4, the RX450h, across Europe.
The challenge
The car’s main attraction is its advanced technology. The hybrid engine works on both petrol and electric power, providing powerful performance with low CO2 emissions.
The solution
We wanted to use technology to demonstrate how revolutionary the car was. So we created the Forward Living experience.
It’s a virtual test drive - showing how the New RX450h will perform in a consumer’s everyday journey. Unlike most car sites, it presents all the car’s information from a completely user centric perspective.
How it works
By entering the start and end points of a route they drive frequently, users can see how the car would behave on it. Every point in the journey represents a relevant car feature. A corner might reveal how the headlights bend, a long straight road how the electric motor works, and a roundabout can be the setting for a pre-emptive safety demonstration.
All the features are presented in the most appropriate way: movies, interactive flash demos and statistical data bring each car feature to life in the best possible way.
Along the journey we also introduce interesting Forward Living content. Surprising the consumer with suggestions of places to see and interesting activities around their daily drives.
Google Earth driving simulator
To make the experience more tangible and exciting we pioneered the use of revolutionary Google Earth driving simulation to show how the car would drive in a real, three-dimensional landscape.
At the end of their drive, users can see how the journey would compare if driven in some of the RX450h’s key competitors, and how much lower their fuel consumption and CO2 emissions would be per day, month or year.
