Saatchi Fallon Tokyo's 72 Hour Eclipse Reveal for Interactive Lexus Campaign

Lexus International’s LF-C2 concept car will be making its Global Debut at the Los Angeles Auto Show 2014 on Nov 19, but before that, the company will be giving fans a sneak peak of close-ups of the exciting new open-air concept through an interactive teaser campaign.

The challenge of this campaign is to introduce an innovative way to unveil a car and give audiences the opportunity to participate directly. To highlight the beauty of the LF-C2 and how different lighting angles and intensities play off the bodywork, it will be gradually revealed through the intensifying light of a “solar eclipse” for 72 hours leading up to the world premiere at the LA Auto Show.

In addition to experiencing the concept car come to life from the shadows, the audience has the power to vote and unlock exclusive close-up looks at the LF-C2 concept’s striking features. A “share the moment” button recreates the experience of capturing a unique moment in time, in this case the state of the LF-C2 concept reveal. The campaign aggregates the shared moments and conversations on social media with #LexusInLA.

Lexus International has been successful with previous motor show activations in Tokyo for the RC and Beijing for the NX. We are confident that this never-before-seen interactive teaser will raise the bar for luxury car reveals online. The campaign will conclude with a live stream from the world premiere at the LA Auto Show.