Driving Impressions to New Heights: Team One x Lexus Collaboration

Issue

Team One x Lexus approached Nativo to help them reach a new audience: the adventurous, influential and competitive audience of the IS 500 vehicle.

Team One x Lexus wanted to figure out how to provoke this audience’s desire to influence and how to provide these adventurous risk takers with entertainment that enabled them to flex their competitive spirit.

Plus, Team One x Lexus was already creating a License to Thrill (LTT) competition video and saw an opportunity for their video content to work harder and smarter.

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Intelligence

Team One x Lexus knew that auto enthusiasts are extremely competitive, especially about driving, so Nativo was tasked with challenging the target user to prove that they have what it takes to handle a 472-horsepower, naturally-aspirated V8 on the track.

Nativo leaned into Lexus’ audience insights to highlight specific users, with the goal to reach their Pure Performers audience. Pure Performers are adventurous risk-takers who seek to impress others by showing off and who seek variety and excitement in their everyday lives while prioritizing their desire to be entertained. They’re competitive and influential, they obsessively research and stay up to date on cultural trends. They use their smartphone as their preferred device and other innovative technologies to contribute to their tech savvy image.

Nativo worked with Lexus to amplify their video by building out a narrative that organically weaved in IS 500 features and benefits. Nativo took the video content and repurposed it into visually engaging experiences to drive additional scale across our premium publisher network.

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Idea

Nativo built out a narrative that organically weaved in IS 500 vehicle features and License to Thrill messaging into a visually and topically engaging Canvas experience.

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Impact

• 10.2m total viewable impressions
• 90% average time spent on content above benchmark
• 37% average clickthrough rate above benchmark

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Our partnership with Nativo for the Lexus IS500 launch campaign proved to be both effective and efficient in driving upper funnel engagement metrics and site traffic.

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The Native Canvas unit was especially impactful for visual storytelling as we were able to incorporate our IS500 docufilm and high impact assets.

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Overall, our experience in partnering with Nativo was seamless from both a planning and execution process.

-Stacey Cho, Associate Media Director at Team One

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