Exit Music - DMS Media
50574
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Exit Music

In 2017, Lexus launched LC, a new flagship sports car designed to showcase its design and technological prowess, as well as being a genuine driver’s car. The vehicle is unique in its segment in that it is offered in both petrol-electric hybrid and naturally-aspirated V8 configurations.

 

To help drive awareness for the model, Lexus engaged DMS Media to devise and produce a rich media campaign that would attract persons in the 18-34 age range on social media and seed one of the brand’s key messages of ‘Exhilarating Performance’.

 

The campaign created is ‘Exit Music’. It sees industry-renowned precision driver, Mark Higgins, execute a number of daring high-speed manoeuvres in the LC, during the middle of the night at Cabots Circus Car Park in Bristol. The project consisted of a short ‘hero’ film delivered in multiple channel-specific edits and was supported by a suite of static and dynamic photography.

Results:

  • 17% increase in Lexus UK Facebook page engagement among the 18-24 age bracket, month-on-month
  • 1 million impressions across the four main social channels (Facebook, Twitter, Instagram and YouTube)
  • Third highest organic reach of all content posted to Facebook by Lexus UK in 2018.
  • 32% of the engaged Facebook audience were not existing Lexus fans, but identified through targeting
  • 40% of those engaging with Exit Music content on Twitter were aged 18-34
Date

2nd October 2018

Category

Automotive