This program was truly an example of media driving the creative idea, the creative idea then transforming traditional advertising space into relevant content that the target would really care about.As the exclusive co-curator of the online issue, we positioned Lexus as a leader in eco-innovation by providing relevant, authentic and insightful tips for readers. We delivered this through content that encouraged users to interact, engage, learn and download custom applications such as a “tips” screensaver that could also be sent to others. In addition, an interactive “World at a Glance” carbon footprint map was developed. Creative content was designed to educate and enlighten readers about the issues and where Lexus and its hybrid vehicles fit in vs. hard selling the sheet metal and technology itself.By design, the creative executions fit seamlessly within the editorial environment and appeared to the user as a singular point of view.

According to the survey findings:67% of the respondents identified Lexus as a “leader in technology and innovation”, on average 26% greater than BMW and Mercedes-Benz.42% of respondents noted they were more likely to consider buying/leasing a Lexus as a result of this program.