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Lexus wanted to launch its flagship 4x4, the RX450h across Europe. The car's main attraction was its hybrid engine that works on petrol and electric power, providing powerful performance and low CO2 emissions.
Using technology to demonstrate how revolutionary the car was, the agency created the Forward Living experience: an online virtual test drive.
It showed the consumer how the RX450h would perform on one of their everyday journeys. And it presented all the relevant car features from a completely user centric perspective.
It also pioneered the use of Google Earth's revolutionary driving simulation - to show how the car would drive in a real, three dimensional, landscape.
At the end of their drive, users could see how their journey would compare if driven in some of the RX450h's key competitors, and see how much higher their fuel consumption and CO2 emissions would be.
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