EXPEDIA
|
DESIGN DIRECTOR
Ground-breaking technology produced an immersive campaign that successfully reached key audiences.
The Hawaiian Islands are beautiful: an inspiring travel destination for anyone who loves surf, sun and culture. But even paradise needs to advertise sometimes. That’s why the Hawai’i Tourism Authority (HTA) teamed up with Expedia Group Media to develop a digital marketing campaign that would help the islands remain competitive on the global stage and distinguish them from other tropical destinations.
the challenge
Lexus Europe was behind competitors in the electric vehicle market, reflected in a lack of online content covering the topic. With the launch of their first electric vehicle, they needed to build up a reputation in the segment. Users required answers to the questions they were asking and a memorable experience was also requested to support the overall brand proposition of the newly launched car.
the approach
Our teams undertook an intensive deep dive to gain insights into behaviours, markets and business. This qualitative and quantitative data was then used to produce recommendations that would drive measurable value and ROI. From this, we designed and built a content hub centred around the Lexus Electrified proposition. The balance of educational and compelling content included tools to guide users to recommendations and explore the electrified range. A mobile-first interactive experience was also developed where users could experience the feeling of Lexus Electrified without having to get into a car.
the outcome
We delivered a new content hub for Lexus that provided education and entertainment for users and also helped to drive car sales. The careful research carried out before starting the creative work ensured that content targeted the right audiences with the right information. The addition of a unique mobile experience also provided shareability and a memorable experience that reflected the luxury lifestyle brand. Using the comparison of a previous content hub, results included:
57%
Drop In Bounce Rate
23%
Increase in
content consumed
21%
Increase in
car configurations