Lexus wanted to create an experience that was bolder than traditional campaigns and would allow consumers to have a more tangible look at the Lexus NX before its release. Virtual reality was the perfect medium to achieve this, not only allowing consumers to experience the car, but the emotions and sensations of driving it.
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Using DK2 Oculus Rift headsets, consumers were able to experience the car virtually, via the world’s first interactive car configurator, allowing them to create their own NX by selecting from a range of features – including colour and wheel trims. Consumers also had the opportunity to enter into a virtual driving experience, allowing them to test-drive the car through a multi-dimensional urban landscape using CGI technology.
The campaign was brought to life with Visualise and Amaze.
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