Lexus
At the Nexus of Culture
The Challenge
The Lexus LS 500 is a luxury vehicle that’s a masterful blend of technology,
performance and innovation. We needed an innovative and disruptive way
to relaunch the LS 500 that penetrated culture.
BARRIER
Lexus could not shake being boring in the minds of younger audiences with brand health metrics still lagging around brand desire.
SOLUTION
Leveraging Lexus’ exclusive relationship with the new Marvel Studios powerhouse, Black Panther, this initiative uses Black Panther’s life as a superhero, and as royalty, to show the two sides of the LS 500 and say something clear about Lexus: there’s a new king in town.
RESULTS
The LS became the most searched vehicle on Kelley Blue Book, with a 2500% lift, along with a 1080% lift on Edmunds.com. Lexus YouTube engagement increased by 179%, with 26 million engagements — and the campaign generated 56 million social media shares and 3 billion earned media impressions.
