Category: Best use of brand sponsorship integration (where there is no product overtly displayed in the film, show, event etc. but it is aligned to a brand message)
Advertiser: LEXUS
Product/Service: LEXUS GS
Agency: TEAM ONE
Chief Creative Officer: Chris Graves (Team One)
Group Creative Director: Craig Crawford (Team One)
Group Creative Director: Jason Stinsmuehlen (Team One)
Executive Creative Director: Alastair Green (Team One)
Creative Director: David Deroma (Team One)
Associate Creative Director: Eric Arnold (Team One)
Copywriter: Scott Ivener (Team One)
Art Director: Andrew Mcguire (Team One)
Executive Media Director: Paul Silverman (Team One)
Group Media Direcor: Scott Wensman (Team One)
Media Director: Rebecca Foster (Team One)
Account Director: Kelly Stevens (Team One)
Producer: Chad Bauer (Team One)
Director/Strategic Planning: Susannah Laracy (Team One)
Director Of Public Relations: Meg Seiler (Team One)
Vice President/Marketing: Brian Smith (Lexus)
National Manager/Marketing Communications: Brian Bolain (Lexus)
Media Manager: Teri Hill (Lexus)
National Advertising/Collateral Manager: Mariko Kusumoto (Lexus)
National/Dealer Advertising Administrator: Jennifer Mathis (Lexus)
Media placement: Magazine - Sports Illustrated Swimsuit Issue 2012 - 14 February 2012
Media placement: Online - SI.com/Swimsuit - 14 February 2012
Media placement: Mobile & Tablet - Sports Illustrated Swimsuit Issue 2012 App Sponsorship - 14 February 2012
Media placement: Online - Lexus Owned Channels - 14 February 2012
Media placement: IPhone/iPad Apps - Apple ITunes Store, Lexus Owned Channels - 14 February 2012
Media placement: Experiential - Sports Illustrated Swimsuit 24/7 Launch Week Events - 14 February 2012
Campaign Description
Branded entertainment is typically accompanied by a great effort to ensure context, relevancy, and guidelines above are met. Therefore, magazine extensions such as promotional websites, social media and events are built in to successfully relay intended messages to the entire print brand's audience.
Within the consumer magazine space, there are guidelines set by the Association of Magazine Editors. While they “encourage use of print magazines by marketers”, there are strict guidelines to protect editorial integrity and to ensure separation of editorial and advertising. This is not only to protect the readers and build trust, it also elevates advertising engagement and effectiveness. It creates consistency and ensures the editorial product isn't influenced. In return, advertisers place value on magazine content.
Sponsored microsites must have a distinction from the standard website; the relationship between editorial and advertiser should be represented. Also, mobile and tablets must align with these guidelines.
Readers of the SI Swimsuit issue expected to see customised ads; it’s a big part of the entertainment and fun of the issue. To bring the 4-page ad to life, we needed to create unexpected twists and turns in surprising content areas, and use a real SI Swimsuit Model to prove our point.
Effectiveness
Lexus was looking to reach a younger audience. They wanted to boldly position the all-new 2013 GS as the new face of Lexus, and transform perception across audiences and the competition. We needed to make GS relevant within the mid-luxury segment by increasing awareness and buying consideration.
To accomplish this, we needed to drive engagement with the next generation of Lexus buyers. It made sense to become the Official Automotive Partner of the iconic Sports Illustrated Swimsuit, reaching nearly 70m consumers and our target of younger, affluent men. The partnership leveraged emerging platforms and positioned the GS as exciting and edgy.
Sports Illustrated Swimsuit provides a platform for contextual ads, in fact, readers agree that the custom ads are part of the fun of the issue, more memorable than standard ads, and a great place to launch a new product.
We took advantage of this to enhance the GS performance and handling message in the most relevant way possible.
The whole event launched with a 4-page spread in the Sports Illustrated Swimsuit Issue. Which led viewers to a documentary that showcased the entire process. From the shooting of the model, to the building of the track, and then finally, to the race itself. Finally, viewers were led to 2 iPhone/iPad apps: ‘The Tori 500’ racing game – where players get to drive around the curves of a swimsuit model. Moreover, ‘Supermodeled’ – a camera-based app that lets you place a swimsuit model into any of your photos. Put them all together and you have ‘The Tori 500’.
Implementation
The audience was drawn to the Tori 500 through a 4-page spread in the Sports Illustrated Swimsuit Issue. That led viewers to a documentary showcasing the world’s first race designed around the curves of a swimsuit model. At the end of the race, people were directed to 2 iPhone and iPad apps. There was also a landing page, online media, event integration (exclusive vehicle of launch week, with transportation), social media and PR.
Instead of just looking at the pictures, consumers can share in the fun through our many campaign components, including having Tori appear in their own photos.
Outcome
While still in progress, it’s off to a fast start:
• 212.MM Editorial Media Impressions
– Far-reaching campaign was a big hit with men’s interest, sports, tech and auto media, with coverage including USAToday, WSJ.com, ESPN.com, CNBC
– Adweek’s Ad of the Day
– FWA Mobile of the Day
• Tori 500 and Supermodeled apps a hit
– 4.5/5 stars
– “Fun, cool app”, “Awesome!”, “Nice to see Lexus let its hair down a little…”
• Lexus.com/Tori 500 desk top and mobile landing pages have received almost 120,000 visits
• Online presence outperforming industry average as much as 100%