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 care is leaving its lane. The target group for Lexus is formed by a niche of high profile people with a low consumption of mass media vs. other targets. They have particular tastes and preferences. 77% consumes Cable TV and 80% have tennis as their favorite sport. For this reason we looked for high consumption and affinity media to ensure their complete attention, The ATP Challenger Tour Copa Visit Panama. The most important tennis tournament in the country.

By making an Alliance with the cable channel and involving the brand in one of the tournaments with a high viewership and affinity to our target the ATP Challenger World Tour, we found the key contact point to transmit the message and easily show the functionality and benefit of driving using Lexus Lane Departure Alert.

We created our own solution for the media: the Lexus Out Ad. During the live broadcast of the tournament, every time the ball approached the side lines, we used the mobile unit of the channel to activate the Lexus Out Ad, making the side line of the court turn yellow, blink and make a sound; showing our audience in a graphic and auditory manner the benefit of the Lexus lane Departure Alert in real time. At the end our message would appear on screen “Lexus Lane Departure Alert." It warns you when you're leaving the lane”.

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.