The Lexus Surface Experience

Lexus – the future of performance is clear

The Lexus LFA is the new limited edition supercar that came to Australia just a few month ago and was showcased at the Lexus stand at the Melbourne International Motor show 2011.

George P. Johnson came to us to create an interactive way to showcase the car that you can’t touch.

Straight away a few ideas popped into our heads and after presenting to the client we went with this:

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The idea was simple:

We gave out a see through brochure to visitors of the motor show that will generate intrigue and drive them to Lexus stand to see what the completely clear brochure was all about.
The brochure then came to life when it was placed on the Microsoft Surface table, launching an app that gave them an interactive way to learn about and experience this amazing $750 000 car without actually touching it.

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Lexus was the only stand at the motor show with a Microsoft Surface table and people from all over Australia got to experience the app and were blown away by it. On the app itself you could explore Images of the car, videos of it in action, a time line of its development and a section where you could “drive” a virtual LFA yourself. The competition gave everyone the chance to win a once of a life time experience where 1 lucky winner could drive in the LFA with a professional race driver.

Additionally we incorporated a separate section called “The Extraordinary Way” where Lexus showed off their way of developing cars to show that all the effort and research that went into the LFA is also used in all their other cars.

Check out our video below:

The results speak for themselves:

1502 people took the brochure to the table
4312 unique content views
1487 went to the competition
the virtual LFA was driven 1972.6km (that is 1472.6km more than the real LFA at that time)

@maniac13

4 Responses to The Lexus Surface Experience

  1. This is a cool idea and simple at the same time. I like it a lot, nice thinking here at Amnesia.

  2. guitar says:

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  3. 2012 Lexus LFA…

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  4. […] of the work we can done can be found on our blog here and here, on the razorfish emerging experiences blog here and there is plenty more as […]

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