LEXUS
APRIL FOOLS’
Your client’s fiscal year is ending and they have unspent budget. Someone suggests a dumping it all into performance marketing—focused on digital banners. Someone else points out that fiscal year-end is on March 31, making the next day … April 1.
You have a choice to make:
CHOOSE NOISE
Launch another performance campaign
Execute more digital banners
Generate more metrics
And analytics
Then interrogate the data to prove that it worked
CHOOSE SIGNAL
Do something no one is expecting from Lexus—comedy
“Launch” ridiculous product innovations the same way you launch legitimate Lexus product innovations—very seriously
Then do it three years in a row—each time winning April Fools’ Day
Earn eyeballs, instead of paying for them
Year One—V-LCRO Technology®
Year Two—Lane Valet®
Year Three—Genetic Select®
CAMPAIGNS INCLUDED: Mini Documentaries/Landing Pages/Digital Assets/Content Ecosystems/Sharable Social Assets/Earned and Owned
ROLE: Strategic Positioning + Creative Leadership + Production Oversight
LED AT: Team One
RESULTS FOR GENETIC SELECT®:
Third most shared Lexus film of all time
Over 618 Million PR impressions
208 Million total views
Became a top trending film on YouTube
Over 2 Million social media engagements
Highest click rate on any targeted CTA for Lexus ever
Featured in over 200+ news and online publications
All for a modest investment