The Campaign

In forming the creative idea, our team was inspired by a philosophy put forward by Takayuki Katsuda, Chief Engineer at Lexus International: “Our ambition has been to make a bold and completely new statement … while staying true to the pioneering values of previous RX generations.” We wanted a simple, impactful statement that captured and communicated this idea – that the New RX remained faithful to the values of previous RX generations while breaking new ground with bold exterior styling and innovations in performance and safety. Out of this, ‘Reinventing Amazing’ was born – a recognition of the RX’s impressive achievements as well as a promise of a new standard in the market. We brought ‘Reinventing Amazing’ to life on the streets of Hong Kong in a night-time ambient activation entitled PRO:JECT RX.

Creative Execution

PRO:JECT RX featured true-to-life mobile projections that reinvented iconic city scenes and objects from Hong Kong’s collective memories. Held over two nights, the activation transformed landmarks, building facades, tram bodies and staircases into giant canvases for imaginative light art. The stunning display ran across four districts – Central, Mong Kok, Happy Valley and Sai Ying Pun – and was witnessed by hundreds of people who were amazed and delighted. The mobile projection also gave the audience a preview of the New RX. The activation was documented on a video that debuted at the official launch of the New RX, as well as on Lexus’ social media platforms. A series of print, showroom and sales toolkit were also developed to support the launch of the new model.

Lexus Hong Kong’s PRO:JECT RX – a locally produced social video – successfully captured the attention of the Hong Kong audience, with over 900,000 views in just 5 days. It has been shared over 1,700 times to date, organically. For comparison, on the Facebook pages of the top three German brands in Hong Kong, only one video was capable of exceeding 500,000 views – a globally produced video for a new sports car launch promotion that was connected with Marvel's Avengers: Age of Ultron. The success of the video was further bolstered thanks to its being widely discussed and complimented by Key Opinion Leaders and members of the general public on various social media platforms.

We knew that the success of the New RX launch would require more than simply appealing to existing owners of previous RX generations – we would also need to attract a younger market premium SUV buyers to the Lexus brand. To truly create a sense of “Reinventing Amazing" and build resonance with these youthful, connected and opinionated thirty-somethings, we executed an ambient activation entitled PRO:JECT RX which would become the heart of the launch campaign. A night-time display, PRO:JECT RX celebrated uniquely Hong Kong moments and memories powered by Lexus’ forward-thinking innovations. By tapping into community sentiment, we were able to elevate PRO:JECT RX from a series of moving artworks to a grand social statement where amazing images and stories of the city were reimagined in inspiring new forms.