Lexus unveiled the stunning new RC F sports car to existing and potential customers through our ‘Experience Amazing’ event at the private circuit of Ascari Spain. We set out to establish warm emotional connections between guests, dealers, the new coupé and the Lexus brand.
Our response was to plot carefully a guests journey of discovery, utilising digital platforms to inform and empower at critical moments. We created a unique iPad ‘Connector Package’, to allow guests to unlock content and tailor the event to their preferences as they progressed through the day.
This digital twist was twinned with another DB innovation: the use of a brand-savvy, multi-lingual ‘navigator’ team who guided guests around the event and products with a real passion.
Activities included: circuit drives, road drives, product guidance workshops and a celebrity driver Q&A.