Focus on one important driving-assistant (the blind-spot assistant). Realise the complex and joyless topic of driving safety in a playful and expressive representation.

Visual comparison to „Pac-Man“: he closes the blind spot and „eats“ (instead of ghosts) following cars which the Lexus-driver cannot see in the wing mirror’s blind spot.

All important image factors increased significantly.

Lexus Awareness and Advertising recognition increased to top values since 2008

In top 2 purchase intention (premium segment) Lexus received ranking 4, before Jaguar.

Even sympathy values increasd significantly.