The Idea
Provide comprehensive brand activation services for Lexus, including VR elements, at their booth at Chengdu Motor Show 2016.
The Story
Lexus is one of the fastest-growing luxury auto marques in China. To help our client fully activate their presence at Chengdu Motor Show 2016, TBA Creative Network partnered with PIXELS to create immersive, cutting-edge interactive experiences. Together, we designed and delivered the ‘Lexus Amazing Space’ feature, an engaging interactive section of the Lexus booth that allowed visitors to comprehensively experience their latest hybrid concept car via virtual reality devices.
Creative Execution
Through the magic of VR, visitors got to walk around and examine both the exterior and interior of the virtual concept car and even take a virtual test drive. This hands-on experience helped the participants get a firm grip on the principles of hybrid technology, the green elements of the vehicle and feel the pure pleasure of its driveability.
The team also set up a green screen area where visitors could shoot photos with the concept car and share them on WeChat and Weibo.
Apart from creating the VR experience, the team also provided design, fabrication and operation management services, allowing Lexus to optimally showcase their vehicle models and increase brand awareness and influence.
Lexus was extremely satisfied with the booth, particularly with the innovative use of VR to promote their concept car and raise brand awareness.
The Numbers
Visitors to Chengdu Motor Show 2016: 650,000
Lexus booth visitors: 100,000
Media attendance: around 270 journalists from 250 domestic media outlets
Media clippings: over 760 clippings in total, with a media value of RMB 6,600,000
