DEstination .paak - THE LEXUS GX REMIX
Art Direction + Design, Film + Digital
Situation
Lexus unveiled the all-new 2024 Lexus GX, and it turned heads. With incredible capabilities designed to inspire outdoor adventures, it quickly earned a two-year waiting list. The task wasn't to drive consideration but to embed the vehicle into culture.
The Insight
Exploring the outdoors isn’t just about getting away, it unlocks a profound sense of creative rejuvenation and expression.
The IDEA
On World Music Day, Lexus and Amazon Music teamed up with 8x Grammy Award-winning artist Anderson .Paak to launch “Destination .Paak - The Lexus GX Remix.” The campaign featured an exclusive version of Anderson .Paak's reimagined song “Celebrate,” available only on Amazon Music, alongside a custom music video showcasing the all-new 2024 Lexus GX. The campaign also included exclusive interviews and a curated playlist of remixes, inspiring fans to get outdoors, draw inspiration from nature, and celebrate all the world has to offer.
RESULTS
The most notable metric was the average dwell time on FTV CLP at 200 seconds (3.5 min), historically Lexus averaged ~16.5 seconds. Destination .Paak showed strong indicators for brand favorability (+4.6% Kantar) and Aided Brand Awareness (+4.2% Kantar) both coming in above norms with the Fire TV placements (Feature Rotator & Screensaver) achieving double digit lifts across nearly all metrics (Kantar). From our Latitude survey we again saw double digit lifts for Lexus in Ad and Brand Awareness, with Unaided Brand Awareness being 58% higher than norms and Aided Ad Awareness being 46% higher than norms. The Earned Media analysis from Stripe Theory showed +63% in Added Value and an overwhelmingly positive response to the campaign.
THE MALIBU TOUR
With the success of Destination .Paak, Lexus decided to become the official sponsor for Anderson’s The Malibu Tour and tasked BIL to pitch ideas to extend the campaign. We created The Malibu Tour sweepstakes which allowed customers to enter to win a VIP concert experience in Atlanta, GA. We also created a cobranded photo booth, featuring the GX, and showcased the music video prior to Anderson’s performance in select venues across North America. The extension brought in an extra $1.3MM in revenue.