Lexus ct200h: launch
“Many faces, one hybrid identity”.
HOMEPAGE: an interactive homepage on the Lexus website to launch the new CT200h. Select the blue hues of fuel-saving ECO mode or the red hued, road-hugging SPORT mode to reveal the benefits both styles of driving offer. The engaging homepage leads to the CT200h portal with auto specs, photo gallery, news, video content as well as the Lexus Australia FB page.
APP-GAME “CT City Challenge”: gameplay challenged players to race their virtual Lexus across Australia’s capital cities and complete each track. Players with top scores attended the International Motor Show in Melbourne for live playoff. The game complemented the launch strategy for CT200h that included the Lexus Celebrity Challenge at the Formula 1 Grand Prix. The app demonstrated the “2Mood – 2 Mode” driving styles of the CT200h, bringing them to life in an addictive iPhone game, where the ultimate prize was a brand new Lexus CT200h.
MEDIA: INTERACTIVE HOMEPAGE, INTERNET ADVERTISING + SKINS, DEALER iPAD TOOL, iPHONE GAME APP, EVENTS
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