Lexus digital blitz hails IS model

Lexus is kicking off a major interactive campaign to support its new generation IS model, enabling prospects to fully explore the interior and exterior features of the latest edition to the car manufacturer’s hybrid line.
The push, devised by digital agency Amaze, features a two-minute movie which consists of six interactive chapters. It uses a blend of actual video footage with CGI to allow users to watch and control their viewing experience.
From selecting the exterior colour design to understanding more about the controls, precision handling and engineering behind the new IS, viewers can pick the features they want to explore when they watch the movie.
It is designed to provide viewers with the opportunity to see and truly experience the IS in a completely immersive way, even before they book a test drive or visit a showroom.
To create a seamless link between the real and virtual, Amaze filmed the IS driving through different landscapes and teamed up with Munich-based 3D visualisation experts, RTT, to scan and take 360 degree imagery of the environment at key points.
Built in HTML5, the experience works across all devices and features as the content of an app to promote and sell the new model.
Lexus Europe communications manager Christophe Meulemans said: “We have worked closely with Amaze for some time, delivering a fully integrated digital strategy and website. They have continued to help us break new ground in digital marketing and keep our brand at the forefront of innovation in the digital space.”
Amaze chief commercial officer Wendy Stonefield added: “We wanted to create a movie that was remarkably sophisticated – something that would be true to the IS and Lexus brand. Our aim was to explain the car’s attributes and allow an ultra-high-quality experience to bring the emotion of the drive directly to the viewer through full screen, movie footage.”