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 provoke this audience’s desire to influence and provide entertainment that enabled them to flex their competitive spirit. They were also creating a License to Thrill (LTT) competition video and saw an opportunity for that video content to work harder.

Intelligence

Auto enthusiasts—especially those targeted for the IS 500—are highly competitive about driving. Nativo was tasked with challenging the target to prove they could handle the 472-horsepower, naturally-aspirated V8 on the track. Nativo leaned into Lexus’ audience insights to reach the Pure Performers audience: adventurous risk-takers who seek to impress, stay culturally current, favor smartphones and innovative tech, and value entertaining experiences.

Nativo amplified Lexus’ video by building a narrative that organically wove in IS 500 features and benefits, then repurposed that content into visually engaging experiences to drive additional scale across Nativo’s premium publisher network.

Idea

Nativo built a Canvas experience that integrated IS 500 vehicle features and License to Thrill messaging into a visually and topically engaging narrative to boost engagement.

Impact

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

“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.”

Next Steps

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