Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: LEXUS USA
Product/Service: LEXUS
Agency: TEAM ONE
Agency: VOGUE STUDIO
Executive Media Director: Paul Silverman (Team One)
Group Media Director: Scott Wensman (Team One)
Media Director: Rebecca Foster (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)
Associate Creative Director: Molly Grubbs (Team One)
Senior Art Director: Ryan Didonato (Team One)
Account Executive: Jennifer Langendonk (Team One)
Director Of Public Relations: Meg Seiler (Team One)
Account Supervisor: Kat Kirsch (Team One)
Experiential Account Executive: Amber Corwin (Team One)
Vice President/Marketing: David Nordstrom (Lexus)
National Manager/Marketing Communications: Brian Bolain (Lexus)
Media Manager: Teri Hill (Lexus)
National Advertising Manager: Mariko Kusumoto (Lexus)
National Advertising Administrator: Pamela Park (Lexus)
Vogue Studio Copy Director: Ranjani Gopalarathinam (Vogue Studio)
Vogue Studio Art Director: Amy Jackson (Vogue Studio)
Media placement: Online - Lexus Owned Channels (YouTube.com/Lexus, Facebook, Twitter, LStudio.com) - 23 November 2011
Media placement: Online - Vogue.com/Promotions/Lexus (Vogue USA Site); Vogue TV On Facebook - 29 November 2011
Media placement: Print Magazine - Vogue (USA)-January 2012 Issue - 13 December 2011
Campaign Description
Branded entertainment allows brands to reach an audience that is sceptical of advertising and to reach them in a deeper, more impactful way than is possible with traditional advertising.
In this case, we wanted to reach a forward-thinking audience deeply engaged in a specific conversation, people who are tastemakers and influencers in the fashion and design spheres. To do this, we knew that we needed a rich experience built just for them. Instead of simply telling a story in traditional media, we did something big that proved our story and created content around it.
Magazine-owned digital properties must adhere to guidelines established by the Association of Magazine Editors. Advertising messages should be separated from editorial content, and advertiser-produced content must be clearly marked as advertising or promotion. In this specific case, in which Lexus-branded documentary films ran on Vogue channels, we needed to ensure the intent of the message was clear and the content clearly distinguished as branded.
Within Vogue channels, we created content one would typically see from a fashion brand while at the same time adhering to the guidelines. With this approach, we were able to maintain the relevancy appreciated by their audience.
Effectiveness
Lexus wanted to challenge a younger, forward-thinking audience to think of Lexus in an entirely new way-not as a traditional, conservative brand, but as an edgy, fashion-forward brand, that is pushing the limits of sustainability and innovation.
To reach this audience of progressive thinkers, it made sense to seek out a publication that is pushing the limits of fashion. Vogue, Ad Age’s 2011 Magazine of the Year, was a natural choice: but an advertisement wouldn’t be enough. We wanted to do something genuine, something real that impacted the fashion world.
The insight was simple-the Lexus CT Hybrid is 90% recyclable. So why not recycle it? We disassembled the car into quite an impressive array of 2,000 parts and invited 4 of fashion’s most inventive designers to choose their favourite parts and transform them into wearable art. This 4-month-long project resulted in eye-catching pieces as sustainable as the vehicle they came from.
The designs were featured in a high-fashion 6-page spread in Vogue, and 5 short documentary films revealed the designers’ process from inception to creation. In these behind-the-scenes style episodes, designer’s spoke about their take on the project, the challenge of turning car parts into fashion and their own view of the future of sustainable design. The content was featured on Vogue.com, Lexus.com, and L Studio-a hub of entertaining episodic content and original films by Lexus.
Instead of telling a scripted story, The Lexus Fashion Workshop set into motion a project that involved some of the most inventive minds in fashion, gave them inspiration and creative control and then watched as the pieces unfolded. As a result, the project generated the kind of genuine content that doesn’t just get attention, but grabs interest and sparks conversation.
Implementation
The Lexus Fashion Workshop was showcased in a 6-page spread in Vogue and a series of documentary films on Vogue.com. This content was leveraged across social media channels, both on the Vogue and Lexus side, with Lexus traffic being driven to a featured section on the Lexus YouTube Channel.
The main drawing power of the Lexus Fashion Workshop, however, was that it sparked conversations across auto blogs, fashion blogs and eco news sources alike. Possibly the most persuasive mentions were from the fashion designers involved in the project who reached out to their followers and fans.
Outcome
The response was overwhelming, with a 42% increase in brand impression. One reader said, “At first, you think you’re looking at an ad for the latest fashion, then you realise its Lexus. It’s intriguing”.
The project exceeded norms by:
179% for ‘Unique’
85% for ‘Inspiring’
77% for ‘Worth Talking About’
And 52% for ‘Committed to minimising their impact on the environment’
There were 136m earned editorial impressions, but even more impressive was the wide range of conversations sparked. Articles appeared not just on auto sites but also across fashion, art and eco news outlets. The buzz went global, with mentions as far as Russia and China.
Ecouterre wrote, "From car parts to couture, Lexus is on a mission to elevate the concept of recycling. One thing's for sure, we'll never look at our 4-wheelers quite the same way again”.
Taxi posited, "Are vehicles the next source for sustainable fashion?"
And the Wall Street Journal said, “For Lexus, the (project) will raise its profile as a luxury brand, giving it a sense of edginess it has lacked”.