To promote its new, high-performance Hybrid car, Lexus along with Saatchi & Saatchi Italy created “Trace Your Road”, an experiential event featuring Formula 1 driver, Jarno Trulli.
For the event ten Lexus fans were selected from hundreds of applicants on the Lexus’ Facebook page. These selected fans were then given the opportunity to sit in the passenger seat of the new Hybrid car with Trulli at the wheel. The course was traced by the fan sitting in the car on an iPad that projected the course designs onto the floor of the aircraft hangar with the help of special projectors. The car itself was tracked using a custom high-res infrared (IR) camera system.
Trulli’s driving skills were put to the test as he attempted to follow the spontaneous, real-time paths. Penalties points were given when the car went outside the projected routes and or touched the walls of the aircraft hangar. The goal of the game was to hit 7 selected touch points in the quickest time, the fan with the best score won.
This campaign helped Lexus successfully highlight the cars design and performance while innovatively connecting with its target audience.
Here is a short behind the scenes video to see how it all came together…