The agency designed and developed a fully-functioning Hoverboard. We then filmed it being put through its paces on a specially designed Hoverpark and released this film online.

Creating a fully-functioning Hoverboard was only one half of the challenge – the other was to reach a global audience with next to no media spend.

We created anticipation for the campaign with a teaser phase which gave a preview of the Hoverboard leaving people asking ‘Is it real?’.

The main campaign broke with the launch of our two-minute online film, showing our Hoverboard being put through its paces in a specially designed and constructed Hoverpark. This was launched globally through YouTube on August 4th and amplified through Facebook, Instagram, Vine and targeted media outlets.

We followed the main film with documentary content hosted on an online Lexus platform, giving our audience the chance to learn the story behind the Hoverboard.

To date the campaign has received over 40 million views, over 30,000 pieces of media coverage and an estimated PR value of $64m.

Lexus wanted to engage with a global influencer audience but didn’t have their attention and were outspent by the German luxury automotive brands.

To connect with that audience, we needed to do something to out-smart the competition with next to no media budget. Every view, every comment and every share had to be organic and earned, not paid for.

Our idea had to be something that would influence the influencers.

Lexus is a global luxury car brand, a challenger in the category against Audi, Mercedes and BMW.

The Lexus brand is better known for its engineering credentials than for its imagination or creativity; our brief was to change this perception by demonstrating a side of the brand that hadn’t been seen before and get people talking about the brand.