LEXUS
cafe
Négotiant
You’re a luxury car brand who just solved the one thing consumers dread–the purchase experience—by introducing a simple, straightforward, transparent way for them to buy your cars.
You have a choice to make:
CHOOSE NOISE
Shoot a good-old TV commercial
In a car dealership
With the best actors you can cast
Delivering over-enthusiastic handshakes
And implausibly sunny smiles
CHOOSE SIGNAL
Open a coffee shop
Fill it with dozens of hidden cameras
Then sell coffee the way car dealerships sell cars
With all the negotiations, frustrations, and aggravations
And let real people make a powerful point about a real problem only Lexus has solved
The Viral Film
The Case Study Film
CAMPAIGN INCLUDED: Film/Documentary/Digital/Content//Social/Activation/Experience/Stunt/Earned and Owned
ROLE: Creative Leadership + Experiential Concept + Integrated Campaign Leadership + Production
LED AT: Team One
RESULT:
Reinforced Lexus’s position as the most transparent brand in the category—directly supporting a 123% sales lift.