Cannes Lions

TRACE YOUR ROAD

SAATCHI & SAATCHI, Milan / LEXUS / 2014

Awards:

2 Shortlisted Cannes Lions
Case Film
Presentation Image
Case Film
Presentation Image
Presentation Image
Case Film
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Overview

Entries

Credits

Overview

Execution

1 hangar, 10 players selected on Facebook with a test, F1 driver Jarno Trulli and 12 projectors connected to a tablet: this is Trace Your Road. Once on board of the car, players had to draw on the tablet the quickest road to reach 7 checkpoints. The projectors then traced in real time the track the pilot had to go round. The player who completed the game in the lowest time won.

Outcome

The video of the event was welcomed enthusiastically by the most important automotive blogs. For AutomotiveNews "Lexus Brings Mobile video games to a new level", Autoblog describes it as "One of the coolest games ever." and for Motortorque "It will wake you up!". After the campaign, traffic to Lexus dealership went up by 230%.

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