Lexus LBX/Lexus
"The campaign was born out of the need to respond to the challenge posed by the war, to increase awareness of a luxury car brand while new players are entering the market and the target audience - which is a younger market segment and is not found in traditional media that car brands are used to advertising in," says Amit Horev Sde about the new campaign.
Holly Maria, one of the most promising multidisciplinary artists in the world who has already done many collaborations with leading brands such as Calvin Klein, Coach, Paco Rabanne and Diesel, and celebrities such as Ariana Grande, Millie Bobby Brown, Kylie and Kendall Jenner, Hailey Bieber and others have used filters that she Designed, collaborating with the Lexus Israel talent team during artificial intelligence (AI) content to promote the new Lexus LBX.
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Help influencers choose the color of their Lexus
Maor Schweitzer, Shani Goldstein, Shani Tshuva, Noam Horev and Michal Ansky are the talent team chosen to participate during the new AI to promote the Lexus LBX, the new compact crossover from the Japanese luxury car brand.
As part of Holy Maria's joint move with Lexus, the talents took pictures for their Instagram accounts and shared with their followers that they were debating about the color of the Lexus LBX they would like to order.
During the videos, the colors of familiar buildings in Tel Aviv that are nearby are painted in a variety of colors with an innovative effect.
For example, Maor Schweitzer shares with his followers in debating which color to choose for his LBX, when he is sitting near the Bhima theater and suddenly the nearby buildings and statue change their colors to those he is talking about.
Noam Horev asks for the help of his followers in choosing a car color, when the most famous towers in Tel Aviv suddenly change their colors accordingly.
Shani Goldstein and Shani Tshuva each ask in their own video for urgent and panicked help when at the same time all the houses on the street change colors.
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Maor Schweitzer debates with his followers which Lexus color to choose./Maor Schweitzer
What is the target audience of the campaign?
Amit Horev Sde./Lexus
"The LBX is actually a completely new model from Lexus, and the first model whose target audience is aimed at young people between the ages of 20 and 40. If until now a luxury vehicle was a product that was often thought of as something that an older and more established audience could afford, here Lexus comes and offers a model which is completely an 'entrance ticket' to the worlds of luxury and every detail of it is on the one hand the specification of a luxury car for all intents and purposes, and on the other hand it is suitable for people in a younger and more dynamic stage of life," says Horev-Sheda.
"This is an audience that attaches less importance to traditional media such as billboards, newspaper ads or television, and of course sits on social networks. The challenge in the networks is that there advertisements are much more 'transparent' for this audience. Therefore, we decided to reach them with the help of opinion leaders who can suit a young audience. From there, we went about establishing a team of five influencers, those who deliver messages in an authentic way, who have a reputation that also fits the values of Lexus as a brand, and whose level of engagement will be high, as well as the recall and emotional connection to the brand will increase."
Shani Goldstein in a difficult dilemma: which Lexus color to choose? / Shani Goldstein
What can you share about the process of working on the campaign?
"In fact, we started formulating the move with a team of talents several months before the vehicle was even in Israel."
Says Horev-Sheda.
"After a careful selection process and many names thrown in the air, we agreed with the selected talents, finalized details and then the war broke out in October and like everything at that time - things got stuck and had to wait. In addition to delaying
the campaign, the war delayed the car's arrival in Israel and this meant a very logistical and marketing challenge Big. We had to start selling even though the product hadn't arrived yet. After long thinking, and after many ideas that came up and were taken off the table, we decided to upload content to promote excitement for the arrival of the LBX in Israel," she says.
"We decided to use AI technology and thus actually turn the limitation we faced out of necessity into an advantage. We teamed up with Holly Maria, who is a super appreciated AI artist, to bring this to light. Despite her young age, her portfolio has very impressive collaborations with names like Ariana Grande, Millie Bobby Brown, Kylie and Kendall Jenner, Hailey Bieber and more, so it also really spoke to us and was suitable for a brand like Lexus."
What was it like working with Holly Maria?
"In the first step, we received examples from her of how the videos would look. According to what we had the most accurate, we approved, and we asked the talents to take pictures in an urban environment, and to talk about the choice of the color of the vehicle and the deliberation about it as something that now occupies them instead of their everyday things. After she received the videos, She dressed up for each video, flipped the backgrounds and the buildings, and painted them the colors they said. These are actually the available colors of the LBX as well and she made very unique use of them to bring out the AI element. She gave a very unique take on the subject, like something Live, shouting, striking and sharp. It was a very interesting job."
What do you hope to achieve from the campaign?
"There are so many car brands on the market, and more premium brands that entered Israel only in the last year. What was most important to us was actually creating a memory of the well-known values of the Lexus brand such as luxury, reliability and uncompromising precision, which are a product of Japanese culture. Here was We have an opportunity to connect these values, to create an emotional connection between the brand and a younger audience, through a vehicle model that is particularly suitable for them."
More on the same topic:
Lexus
campaign
influencers
Generation Z
AI