George P. Johnson wanted us to create an interactive way to allow people to experience the Lexus LFA supercar – a $750,000 car that couldn't actually be touched – at the Melbourne International Motor Show.
We created a transparent brochure which came to life when placed on the Microsoft Surface table, launching an app that gave users a unique and interactive way to learn about this amazing car. Users could experience the LFA through images, video and a section where they could ‘drive’ a virtual LFA themselves.
- 1,502 people took the brochure to the table
- 4,312 unique content views
- 1,487 went to the competition
- The virtual LFA was driven 1,972.6 km
More about the Lexus LFA Surface Experience:
The Lexus LFA is a new limited edition supercar that came to Australia just a few months ago and was showcased at the Lexus stand at the Melbourne International Motor show 2011.
Lexus was the only stand at the motor show with a Microsoft Surface table. People from all over Australia were able to experience the app and were blown away by it. The app allowed people to explore images of the car, watch videos of it in action, see a timeline of the car's development and also ‘drive’ a virtual LFA themselves. The app also allowed people to enter a competition where one lucky person could win a once-in-a-lifetime experience – a ride in the Lexus LFA with a professional race driver.
We also incorporated a section called ‘The Extraordinary Way’ which showcased the methodology and rigorous testing that Lexus use to develop cars – showing that all the research and effort that was put into the LFA is also used in all their other cars.
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