The brief
The All New Lexus UX National Launch at Hangzhou International Expo Center didn’t just unveil a new car; the UX also marks Lexus’s first compact crossover. It called for an event that matched its initial impact with an experience that would fully define the model in the minds of consumers.
Pico responded with a comprehensive effort that embraced everything from creative services to actual execution of the complex outcome.
Creative and execution
Painstakingly developed to reflect the aspirations of the UX’s target market of adventurous young urban professionals, the launch venue was the architecture of interactivity, contrasts and spectacle. Notable features included three distinct informational zones focusing on the car’s quality, performance and specifications. A metropolitan themed mingle area was complemented by a dramatic ‘wilderness’ experience, underlining the UX’s go-anywhere capabilities.
The nearly 600 guests meanwhile experienced the Lexus brand’s roots in Japanese-style luxury and sophistication with activities such as Takumi craftsmanship workshop, as well as an interactive photo-op which transformed guest snaps into GIFs with interesting visual effects.
Impressive visuals also defined the launch stage, were an LED backdrop even extended upward to form the ceiling for a truly immersive effect. Along with the car, the co-star of the show was Japanese band Wands, whose performance ended with the nostalgic theme from Slam Dunk.
In true Lexus style, guests were invited to mingle, chat and enjoy a post-launch drink at the venue’s very own ‘Amazing Lounge’.
Results
In all, of nearly 600 guests who attended the launch, no less than 265 were media representatives. The event also attracted 19 million livestream views and 680,000 online interactions.
