Lexus Hybrid Range

Skive was commissioned by MSN through Zenith Optimedia to build a homepage takeover (HPTO) for its client Lexus, promoting the Lexus Hybrid Range.

Zenith had never previously tested the effectiveness of homepage takeovers for Lexus, so this was an opportunity to understand whether it was a media buy that could work for them.

The objective was to generate awareness of Lexus Hybrid Technology, create an association between Lexus and Performance Hybrid, and position Lexus as the pioneer in the development of hybrid cars in the premium automotive sector.

Lexus Hybrids are high performance cars with low emissions - the most advanced hybrid cars in the premium sector (3 years ahead of the competition). Hybrid therefore represents "Pursuit of Perfection" in that it is a step in the right direction in automotive technology development. It also represents leadership in tech innovation, as Lexus have produced the world’s first and only high performance hybrid car range.

The primary target audience was AB 35+ Men earning £40k+ who are intelligent luxury buyers, well-educated and successful who don’t need to show off their wealth.

The home page takeover execution needed to be engaging and elegant, not intrusive and irritating. The Lexus brand doesn’t shout, but speaks with confidence.

Skive was given little specific creative direction with regards to conceptual subject matter and a very short timeline, but was able to access the Andrews Aldridge microsite creative and DM work which dramatised the high performance aspect of the technology.

Skive proposed four different routes. The chosen creative was based around an MPU packed full of animated clips streaming stills and video that seem to pulsate and shift position.

These clips and stills were based around vehicle details and Hybrid assets material, giving the impression that the ad unit is 'alive'.

On rollover the ad expands to show a wider array of clips which then fade to resolve into a large shot of one of the range. This was supported by primary copy and tabs that hold links to other content areas on the microsite. A strong call to action remained throughout.

Above the MPU was a 728x90 Flash banner, and below a Spotlight banner.

The homepage takeover delivered nearly 13 million impressions and a combined total of 76,000 click-throughs in one day.

The MPU had a total of over 46,000 user initiated interactions.