Past wins are not enough
When it comes to awakening enthusiasm, there is no guarantee that success will be repeated.
Even when the audience has a vested interest in being engaged, an approach has to be fresh and engaging to build on any past gains. We took the theme of the Lexus Dealer Convention - ‘together towards greater success’ - and manifested it in an experience that its 900+ participants could rally behind.
A new art form
The debut of any new model deserves drama, which we provided through 400 square metres of LED screens and the moment the LS was driven into the spotlight.
But the brand’s invitation to ‘Experience Amazing’ could only be realised if the experience truly defied expectations. The arresting artworks we chose for people to encounter throughout the event were the unexpected element that perfectly reflected the breakthrough creativity that went into making the LS. In the minds of the dealers, the artworks made palpable the idea that the luxury saloon is ‘a totally new art form’.
