Team One X Lexus: License To Thrill

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.

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.

Idea

Team One x Lexus used Nativo’s storytelling platform as the ultimate vehicle to reach the adventurous risk-takers who seek to impress others by showing off and those who seek variety and excitement in their everyday lives while also prioritizing their desire to be entertained.

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.

Through Nativo’s full-bleed article feature that lives directly in a publisher’s environment, Nativo was able to push out Team One x Lexus’ message across 2,000 premium websites to increase awareness, brand familiarity, and affinity, and drove intent to purchase for the Lexus IS 500.

With Nativo’s leading performance creative optimization tools, Team One x Lexus was able to test in real-time and automatically optimize their campaign based on performance. Using insights, Team One x Lexus was able to further educate Lexus’ audience to increase likelihood to consider and purchase the IS 500.

“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. The Native Canvas unit was especially impactful for visual storytelling as we were able to incorporate our IS500 docufilm and high impact assets. Overall, our experience in partnering with Nativo was seamless from both a planning and execution process.”

Stacey Cho, Associate Media Director at Team One

Impact

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. The campaign was highly successful, ultimately surpassing all of the campaign goals. Results included:

• 10.2 million total viewable impressions
• Average time spent on content was 90% greater than benchmark
• Average clickthrough rate was 37% above benchmark
• Exceeded cost per delivered traffic goal by 26%

In the end, Team One x Lexus’ target audience had increased consideration and purchase intent after exposure to the content created in this campaign.

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