By adequately selecting the media, vehicle and the right timing, we reached:

-67% reach of the target group

-We avoided zapping by inserting the purchase during the plays, at moments of high attention and excitement

-Most importantly: THE SALES GOAL FOR THE FOLLOWING 7 MONTHS WAS MET IN JUST 2 WEEKS.

The idea was to take advantage of the great target audience during the live broadcast on cable television of one of the tennis tournaments with highest audience and affinity. We took advantage of this opportunity to generate a piece that was out of traditional standards and that easily showed the functions of the Lexus Lane Departure Alert.

Together with Cable Onda Sport, we created our own media solution: the Lexus Out Ad. During the live broadcast of the tournament, every time during the game when the ball would approach the side lines, we activated the Lexus Out Ad from the mobile unit, making the side line of the court turn yellow, blink and make a sounds; showing our audience the benefit of the Lane Departure Alert in a real time. At the end our message would appear: Lexus Lane Departure Alert. It warns you when you're leaving the lane.

Lexus needed to communicate to its target audience the new feature of its models the lane departure alert, which is a sensor that indicates when the car is leaving its lane. Lexus´s target group is composed of a niche of high profile people with a low consumption of massive media vs. other targets. They have particular tastes and preferences. 77% consumes Cable TV and 80% have tennis as their favorite sport. This is the reason why we sought after media that has high consumption and affinity in order to capture their complete attention, the ATP Challenger Tour Copa Visit Panama. It is the most important tennis tournament of the country.