Sensors recognize inputs such as the balance between electric and petrol use, speed and acceleration. This data is then instantly converted into digital art imagery based on the original work of Spanish multimedia artist Sergio Albiac.

A video of the Art project was made to launch the campaign through online and offline PR, leading people to the website.

Then, an emailing campaign to prospects and clients followed.

An exhibition of the car with the artwork was organized in an art gallery in Brussels.

The car was auctioned online.

People stayed for an average of 6 min on the website

134% more testdrive requests compared to the launch of the previous IS model.

Annual sales target reached in one month(objective was 290 in a whole year).

After 1 week only, the campaign was featured both on- and offline on the most influential sources in automotive, technology, lifestyle, trends, & design

15,670,000 people were reached via social media.

Estimated Earned media of € 10,000,000 with 0 Media budget

Lexus International is looking into developing the idea as feature for future cars.