Lexus‚ primary challenge in Europe is to get noticed! Its brand awareness is dramatically lower than competitors. But a particular insight "_ thanks to Google Gearshift "_ was that in the new automotive buying process, people use digital to re-assess their needs as they get closer to conversion and consider brands previously not explored, ‚just in case‚. This is where Lexus becomes a momentary equal in the user‚s eyes "_ it‚s our chance to get an invitation to the ball. To stand out, we have to be different. Most premium automotive websites (mobile and desktop) look the same. This site doesn‚t.

Launch the campaign
Published
October 2012
Topics

The Story

Lexus‚ primary challenge in Europe is to get noticed! Its brand awareness is dramatically lower than competitors. But a particular insight "_ thanks to Google Gearshift "_ was that in the new automotive buying process, people use digital to re-assess their needs as they get closer to conversion and consider brands previously not explored, ‚just in case‚. This is where Lexus becomes a momentary equal in the user‚s eyes "_ it‚s our chance to get an invitation to the ball. To stand out, we have to be different. Most premium automotive websites (mobile and desktop) look the same. This site doesn‚t.

We had to make this mobile site simple to manage (since it's rolled out across 35 countries) and a slick, attention-grabbing experience for people who visit. An interactive car spins smoothly across the screen in the image gallery, giving visitors a sense of seamless luxury. This mobile site was developed in conjunction with Lexus‚ main website.

The Technology

The Results

The primary purpose of this European site is to direct people to their country site where they can order brochures, book test drives and contact dealerships. When people arrive at the site, they stay longer and buy more often. The live country sites are all showing increased conversion and this site shows a reduced bounce rate, higher interaction rates and higher views of key conversion content. It also looks great, behaves well and is an exemplar of Lexus new brand direction. And the client loves it.

22

team members working on this project

20.5

gigabytes of data used

42

Websites launched

Launch Date 4 July 2012