We invited Lexus driver and wingsuit pioneer, Jeb Corliss, to take delivery of the very first RX on Australian soil - from 20,000 feet. Jumping from a cargo plane, he chased a moving delivery truck 20,000 feet below, landing straight on a waiting Lexus. The content became the foundation of an integrated campaign.

Implementation

• Corliss took delivery of the first Lexus RX in Australia by jumping from a Caribou plane at 12,000 feet above sea level, flying via wingsuit and landing on a flat-bed trailer carrying the Lexus RX.

Timeline, Placement & Scale

• 9 weeks of broadcast TV reaching 99 M viewers

• 2 months of high impact on road out door reaching 21.8 M

• 13 weeks of cinema with a reach of 3.2 M appearing in top movie titles

• Print activity over December - March, reached a total of 3.7 M readers

• 4 months ofconsistent online display reaching 79 M users

• 4 months of consistent online search delivering 79 M users

• eDMs sent out to current owners to advise them of the upcoming launch so they could pre-register interest and test-drive

• They could also participate through Corliss’ perspective in a 360-degree Virtual Reality immersive experience on YouTube mastheads

Reach

• Film Viewed 19,620,520 times across broadcast, cinema and online in first month

• Digital targets Exceeded - 8.9 million users across YouTube and Facebook viewing hero film in first two weeks

• Exceeded previous model launch record by 1.5 million impressions

• Total reach – 303 M

Engagement

• Launch eDM - extremely low bounce rate of 3.6% against industry standard of 46%

• Website received 4 times unique visitors to website (Weekly Visitors 47,600 vs 12,000)

• 25% longer engagement on RX product page (3 min:53 sec vs 3 min average)

Impact

• Sales 160% up against targets for the RX range for December

• halo effect on the other SUV model range up 143% against targets for the month

• Other key models also experienced uplift in sales for the period

• Set brand platform for Lexus Australia: ‘For those who dare to step forward’

• International Lexus markets asking to