Company News and Culture / January 16, 2015 / By Erin Martin

“The Other Side of Lexus” Campaign Wins Digiday Video Award for Best In-Stream Video Ad

Microsoft and Team One partnered with Mixpo to develop the “Other Side of Lexus” campaign to familiarize consumers with the other side of Lexus. The campaign won for Best In-Stream Video Ad at the 2015 Digiday Video Awards Celebration. Dozens of advertisers and agencies were recognized for overall excellence and breakthrough achievement in video media, marketing and advertising.

As part of an initiative to familiarize consumers with the other side of Lexus – the F performance brand, Lexus was looking for an adrenaline filled campaign to increase awareness particularly among men for their GS F Sport, New RC F, and IS F Sport vehicles.

“Lexus has a provocative new attitude that is represented particularly well by the F line of vehicles,” said Brian Smith, Lexus vice president of marketing. “This stylized spot showcases the performance-driven arm of the brand while introducing consumers to a different side of Lexus.”

The spot aired during primetime, late night, cable programs and network and cable sports, but needed to be extended online in a compelling way to increase reach and engagement with their target audience. That is why Lexus and their partners Team One, Microsoft and Mixpo, chose an interactive video ad chalk full of heart pounding content to complement Lexus’ TV commercials, print ads and out of home advertising. Campaign elements focus on performance while bringing meaning to “F” and celebrating the brand’s bold and provocative new attitude.

The client was thrilled with the boldness of the creative and the extensive interactivity. When all was said and done, the unit included 13 videos (including commercials, episodes, and GoPro footage), 30 gallery images and 30 interactive elements. All the high impact content led to an above benchmark CTR of 1.3% and 2.1% user interaction rate.

The campaign reached their male target audience on a broad scale. It featured both In-Stream and In-Banner units and ran nearly four million impressions on MSN’s sites, including Fox Sports and MSN Auto. The online video ad played a crucial role for Lexus to reach their audience wherever they are and extend the impact of their integrated campaign.

View the video case study here: