SITUATION
Back in the mid-2000s, before the dawn of today’s Netflix, Hulu, Amazon and the like, there were few subscription quality shows available. Lexus was already known for their Pursuit of Perfection, but we needed new ways to talk about this pursuit.
SOLUTION
Lauded as “the HBO of the internet,” L/Studio — Lexus’ branded entertainment channel — gave birth to Lisa Kudrow’s Web Therapy, the first online series ever picked up by a premium cable network (ironically, Showtime).
Lexus knew they needed to expand their audience beyond the baby boomers who had built the brand. To do it they took a bold step–acting less like a car company, and more like a movie studio. The result was L/Studio, a branded entertainment web channel featuring content created by the artists and celebrities young consumers love and follow. L/Studio attracted such talent as Meryl Streep, Julia-Louis Dreyfus and Tom Hanks, while racking up awards and accolades from big names like the Webbys and Fast Company. By turning from a brand into a producer, Lexus launched a new kind of vehicle: one capable of changing minds.
To get the word out, we launched a campaign that included takeover ads on Yahoo and YouTube, a slew of web video ad units, as well as promotions on the Lexus website and social media channels. We also re-skinned the L/Studio site and all social media sites, in addition to directing and editing the video promos in-house.
Check it out: www.lstudio.com