Lexus unveils LF-C2 Concept car via interactive teaser leading up to Los Angeles Auto Show

lexus.jpgLexus is currently unveiling the LF-C2 Concept car through an interactive teaser leading up to the world premiere at the Los Angeles Auto Show tomorrow.
 
The challenge of this campaign, via Saatchi & Saatchi Fallon Tokyo, is to introduce an innovative way to unveil a car and give audiences the opportunity to participate directly.

To highlight the beauty of the LF-C2 and how different lighting angles and intensities play off the bodywork, it is being gradually revealed through the intensifying light of a solar eclipse for 72 hours leading up to the world premiere at the LA Auto Show.
In addition to experiencing the concept car come to life from the shadows, the audience has the power to vote and unlock exclusive close-up looks at the LF-C2 concept's striking features. A "share the moment" button recreates the experience of capturing a unique moment in time, in this case the state of the LF-C2 concept reveal. The campaign aggregates the shared moments and conversations on social media with #LexusInLA.
 
"Lexus International has been successful with previous motor show activations in Tokyo for the RC and Beijing for the NX," said Antoine Malin, Social Manager at Saatchi & Saatchi Fallon Tokyo. "We are confident that this never-before-seen interactive teaser will raise the bar for luxury car reveals online. The campaign will conclude with a live stream from the world premiere at the LA Auto Show."

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