Lexus is spreading its message about safety with new interactive ads consumers can manipulate.
The campaign promotes the RX 350 luxury SUV in New York City, Los Angeles and San Francisco storefronts with full-motion ads that engage with consumers as they pass by.
The ads lets people watch a car collision that appears to crash through the window on a video display. Consumers can “undo” them by interacting with the ads using body movement.
The campaign, which launched last week, promotes Lexus’ latest message about its vehicles and safety: “The safest accidents are the ones that never happen.” It runs through April 15.
“These attention-grabbing ads allow us to really engage our consumers, involve them in the brand and streets our commitment to style, safety, luxury and performance,” said Robin Pisz, national manager, Lexus advertising and media, in a statement.
Lexus will promote its Actively Safe campaign nationally starting April 1 with TV spots, print ads, out-of-home and in dealerships.
Online at ActivelySafe.com, visitors can undo simulated damage to an RX 350 SUV with a click of a mouse. On the site, consumers can learn about Lexus’ 14 Actively Safe features.
“The goal is to communicate the unique proposition that Lexus vehicles don’t just keep you safe in an accident, but they help you prevent accidents before they happen,” Pisz said.
Monster Media, Orlando, FL, created the MonsterVision technology used in the Lexus ad.
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