Lexus Showcases “Trace Your Road” Campaign
The world’s first life-sized, real-time video game was crafted as a way to showcase the unique qualities of the Lexus IS Hybrid and underline its design and performance, as the car company draws a clear distinction between itself and other brands in the Italian market.
The premise of Lexus’ broadcast commercial campaign, Trace Your Road, was based on the idea that when choosing a vehicle, the decision should be one rooted in individuality, and a choice made strictly for you.
The initial concept then developed into the idea for Trace Your Road, where anyone could use an IPad to draw their own path, while Formula 1 driver, Jarno Truilli, sat behind the wheel of the Lexus IS and drove it.
In order to promote the new Lexus IS, Saatchi and Saatchi Italy, a global consulting communications firm, along with Logan, Movie Magic, and Fake Love, utilized expert visual design capabilities to re-create new technology called projection mapping, to help bring the experiential life-sized video game event to life.
Ten finalists were then chosen from a Facebook contest sponsored by Lexus, which drew video game applicants online by the droves. Each contest winner got the chance to sit in the passenger seat of an IS Hybrid beside Truilli as he took command of the wheel.
In the game, Truilli raced against a projection-mapped path created in real-time on an IPad by each of the ten passengers.
The design of each course was then projected onto the floor of a military air hangar – the size of a football field – with the Lexus IS moving at top speed to try to keep pace with the course.
In the end, after hitting seven specific touch points, the contestant who had the highest score with the best time, emerged as the winner.
The project required 12 20K and 22K projectors, set up on the ceiling of the hangar. A custom, high-resolution, infrared camera system continuously tracked the course of the IS during the race.
The live event was held near Rome on July 26, with high-security, a host of cameras, and multiple real-time projections.
Besides the tested performance and agility of the Lexus IS Hybrid, Truilli’s professional driving skills were also brought to bear, as he quickly responded to the course put before him in real time.
Whenever the proclaimed race car driver swiped the wall of the hangar or strayed from the projected path, he was hit with a penalty. It was a ride filled with daredevil turns, split-second moves, and off-the-wall thrills, to be sure.
Trace Your Road was created to reflect what the brand believes is a pivotal moment for the IS in terms of performance and design. Ultimately, Lexus wants to communicate the message that the IS Hybrid is a car that’s sensible and fun to drive.
View the Lexus “Trace Your Road” commercial here:
The fact that this Lexus model is a hybrid luxury sports vehicle, symbolizes the unrivaled style and best-in-class fuel economy that the IS was built to offer.
What do you think of the new 2014 Lexus IS hybrid? If you’re interested, stop over to Lexus of Highland Park. Our friendly staff would be happy to show you around and share our in-depth knowledge of this stunning hybrid.
Source: Automobile Magazine
