Luxe 2.0 - Marketing digital - E-commerce

Toyota Corp.’s Lexus generated interest in the IS model during New York Fashion Week with a live holographic performance art experience that showcased the brand’s penchant for devising creative ways to engage fans.

Lexus is promoting the 2014 IS vehicle with a collaboratively created, stop-motion Instagram film that draws on the perspectives of 212 fans to show the vehicle in a range of angles and tones.

The goal with this vehicle is to reach a younger, tech-savvy audience. Using a creative platform like Instagram, which has such a strong community, allowed the brand to introduce the 2014 IS to the target demographic in an unexpected way

"We have a huge team, we have a mobile director, we have a mobile team in the creative department, a whole mobile team in the tech department, because we know this is where it’s going.

All you have to do is look at your own behavior and how you want to shop. How many times do you go on Google? So what’s our Google strategy? What’s our YouTube strategy? What’s our Facebook strategy? Wherever the consumer is going, we have to have a strategy, for every consumer across every one of those devices, platforms and channels".

Angela Ahrendts - CEO Burberry