Lexus Taking IS-F Marketing Campaign To Movie Theatres Across The Nation
Lexus has launched an innovative new cinema advertising campaign for the 2008 IS F luxury high-performance sedan in National CineMedia’s FirstLook pre-feature program.
This new Lexus 2008 IS F cinema campaign is the next phase of the IS F’s U.S. launch (which began in October 2007 with viral Internet and PR tactics), and is intended to introduce the car to a wide audience of automotive enthusiasts coinciding with the vehicle’s arrival at Lexus dealerships nationwide.
The innovative campaign is comprised of six 15-second spots, each posing the “What is F?” question with answers focused on key attributes of the IS F – “F is a 170 mph top speed;” “F is 0-60 in 4.6 seconds;” “F is shifting in 0.1 seconds,” “F is Precision Braking by Brembo,” “F is Commanding Performance,” and “F is Beauty within the Beast.”
The dark and beautifully lit cinematic spots, created for Lexus by ATTIK of San Francisco, were specially designed to take advantage of the big-screen environment and movie theatre surround sound capabilities. In one spot, the unique sounds generated by the IS F’s dual-stage intake engine take center stage as audiences hear the vehicle approaching on one side of the theatre before they get a glimpse of the car speeding across the screen and roaring out on the opposite side. In another, the beauty of the IS F is highlighted larger than life as the camera flies into and around the vehicle to showcase the interior.
“The 2008 Lexus IS F is a unique high-performance vehicle and we wanted to launch it in a way that captures the car’s speed and sounds,” said Dave Nordstrom, Lexus vice president of marketing. “We felt the best way we can give people a feel for that performance was by using the full sight, sound and motion impact of cinema.”
“By creating this campaign especially for the cinema, Lexus is really making a bold statement,” said Cliff Marks, president of sales and chief marketing officer, National CineMedia. “The impact a creative campaign like this can have on movie audiences is significant because it is something exciting and original that people have never seen before. Also, cinema advertising recall is so high that people should be compelled to head to their local dealership to see the new Lexus IS F in person.”
Delivered through NCM’s Digital Content Network (DCN) – the largest digital in-theatre network in North America – FirstLook is currently seen on over 13,200 screens in AMC Entertainment Inc., Cinemark USA, Inc., Georgia Theatre Company, Goodrich Quality Theaters, Kerasotes ShowPlace Theatres, Regal Entertainment Group and other network affiliate movie theatres nationwide.
National CineMedia’s FirstLook is a digital entertainment and advertising pre-feature program showcasing content from A&E Television Networks, Discovery Communications, NBC, Sony Pictures Entertainment, Turner Broadcasting System, Universal Studios, Walt Disney Studios Home Entertainment and Warner Bros. along with national and local advertising. Designed with the audience in mind, FirstLook ends approximately at the advertised movie show time (when the film trailers begin) and its entertainment content segments are rotated between theatres about every two weeks to help ensure that frequent movie-goers are entertained by fresh content. Beginning later in 2008, Loews theatres will also become part of the NCM network, bringing FirstLook to approximately 16,500 screens nationwide.
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