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Spikes ASIA 2016

Tipo de premio: Advertising Awards

SINGAPORE OFFICE 21 MEDIA CIRCLE #05-05 INFINITE STUDIOS SINGAPORE 138562

Sitio: http://www.spikes.asia/
Teléfono: +65 6224 6101

Spikes Asia is a collaboration between Lions Festivals and Haymarket. The Festival and Awards provide the region’s creative communications industry with a platform to network and exchange ideas, bringing together the finest creative thinkers from around the world.

Special Awards

Grand Prix For Good: Leo Burnett Melbourne, Australia

Advertiser of the Year: Mars, Incorporated

Agency of the Year:

1. Colenso BBDO, Auckland
2. Clemenger BBDO Melbourne
3. Dentsu Inc., Tokyo

Independent Agency of the Year:

1. Party, Tokyo

2. Fred & Farid Shanghai
3. Enjin, Tokyo

Media Agency of the Year:

1. Starcom, Melbourne
2. Mediacom New Zealand, Auckland
3. PHD, Auckland

Spikes Palm Award:

1. Finch, Australia
2. Guilty Content, Australia
3. Revolver/Will O’Rourke, Australia

Heartbeat

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Sector Coches
Media Case study
Mercado Australia
Agencia M&C Saatchi Sydney
Publicado julio 2015

Premios

Spikes ASIA 2016
Media Sectors: Cars & Automotive Products & Services Bronze Spike

Creditos y descripciones

Client: Lexus Australia
Product: Fc
Entrant: M&C Saatchi Sydney, Australia
Idea: M&C Saatchi Sydney, Australia
Media: Tms Australia Sydney, Australia
Editor: Jul 24 2015 12:00am
Chief Creative Officer: Andy DiLallo (M&C Saaatchi)
Executive Creative Director: Ben Welsh (M&C Saatchi)
Executive Creative Director: Michael Canning (M&C Saatchi)
Creative Director: Chris Little (M&C Saatchi)
Creative Group Head: Phil Leece (M&C Saatchi)
Senior Art Director: Chris Cheeseman (M&C Saatchi)
Group Head: Nick Russo (M&C Saatchi)
TV Prdoucer: Lill Ireland (M&C Saatchi)
Executive Digital Design Director: Matt Willis (M&C Saatchi)
Senior Digital Designer: James Jamias (M&C Saatchi)
Digital Designer: Richard Sellies (M&C Saatchi)
Art Director (Digital Work): Jason Ah Tow (M&C Saatchi)
Writer (digital work): Leandro Pereira (M&C Saatchi)
Group Innovation Director: Ben Cooper (M&C Saatchi)
Strategy Director: Michael Sinclair (M&C Saatchi)
Describe the campaign/entry:
The all-new Lexus RC F, a 5.0L V8 performance coupe, is the purest embodiment of the F philosophy, so we set about developing a way to show the world exactly how thrilling it is to drive.
We combined the $150,000 car, an experimental electroluminescent paint, custom shields, wireless heart monitors and biometrics to display the driver’s heart rate on the outside of the car in real time. Then raced it, at night.
It was irrefutable, a physical response of pure enjoyment that was on display to the world as opposed to a set of questionable performance figures or obscure telemetry.
Our media schedule allowed us to extend the experience across desktop and mobile, with a batch of innovative display placements that were carefully selected for their functionality and targeting ability.
By leveraging these breakthrough technologies, we had created the world’s first car with a heartbeat.
Creative Execution:
The launch was also an opportunity to continue making in-roads with critically important ‘step-up’ luxury buyers. Our aim was to broaden our audience from car enthusiasts to young, sophisticated, style-conscious Australians looking to make their first luxury car purchase.
A suite of native advertising and quality display formats balanced credibility with fast impact across high-end digital titles including GQ, Vogue, The Australian and The Wall Street Journal, and, aided by News Corp reader data, innovative pre-roll formats were targeted to readers likely to be considering a luxury performance vehicle purchase.
As the project built momentum, views and shares of a high-octane case study film of the car being tested on a secret Sydney track, continue to grow. Lexus then accelerated its reach to potential buyers through a targeted creative partnership with News Corp.
This approach allowed Lexus to increase its reach, whilst still being targeted amongst influential audiences.
The Lexus RC launched strongly, with just under 100 vehicles sold nationally in its first two months in market. And sales did not tail off, the Heartbeat Car project helped lift market share of the RC by 23.5%. And this is not a blip, shifting average market share from 7.7% - 9 months before the campaign – to 9.5% - 9 months after the campaign. It has also undoubtedly contributed to broader Lexus sales, with the brand breaking sales records throughout 2015 and into the first quarter of 2016.
The campaign generated over 110 million media impressions, and encouragingly for the brand many appeared in influential publications such as Wired, Mashable, Verge and PSFK.
Over a four-day period the campaign was supported by 9.6 million paid media impressions to ensure it reached our critical audience of Australian high-end luxury buyers, while also covering a wider audience through auto, tech, style and news
The launch of the Heartbeat Car is a great example of how a modest media budget can be dramatically extended with the combination of creative technology, astute channel planning, strategic media partnerships and an authentic brand story.
The story of the Heartbeat Car was distributed to a targeted audience, whilst still maintaining reach. Through a series of tech and lifestyle publishers, paid media – online and offline, PR and social – the campaign achieved over 110m earned media impressions.
Insights, Strategy and the Idea:
The launch was also an opportunity to continue making in-roads with critically important ‘step-up’ luxury buyers. Our aim was to broaden our audience from car enthusiasts to young, sophisticated, style-conscious Australians looking to make their first luxury car purchase.
A suite of native advertising and quality display formats balanced credibility with fast impact across high-end digital titles including GQ, Vogue, The Australian and The Wall Street Journal, and, aided by News Corp reader data, innovative pre-roll formats were targeted to readers likely to be considering a luxury performance vehicle purchase.
As the project built momentum, views and shares of a high-octane case study film of the car being tested on a secret Sydney track, continue to grow. Lexus then accelerated its reach to potential buyers through a targeted creative partnership with News Corp.
This approach allowed Lexus to increase its reach, whilst still being targeted amongst influential audiences.