New gadget for $40,000

Клиент

Toyota Motor Kazakhstan

Рабочая группа

Executive Creative Director: Yevgeniy Kostylev
Creative Group Head: Farhod Norbaev, Denis Babkov
Art Director: Sanzhar Kozzhanov
Copywriter: Timofey Pozdeev
Motion Designer: Alexandr Filatov
Designer: Yuri Voronin
SMM Head: Azamat Ruzhev
Managing Director: Yuliya Tushina
Account Director: Zhanar Zainullina

Задача

Horse is a must have for every nomad. That’s why Kazakhstanis have a special love for cars. Every year, dozens of new cars presentations are held in Kazakhstan and they differ little from each other.

7-inch display, LED backlight, Surround sound, Infinite design, Intelligent control system, Wireless charge, iOS and Android support…
Do you think it’s all about a new gadget?
No, it's all about the new Lexus UX.
Therefore, we decided to present it in Kazakhstan not as a car, but as a gadget.
New premium gadget for $40,000
Moreover, new gadgets presentations became the most anticipated and discussed events nowadays.

In teaser we demonstrated car’s details and functions as an ads of new gadget, which should be presented on February 22, 2019.
All materials led to a promo website where visitors understood that the new premium gadget for $ 40,000 is a new Lexus UX.
Right after Lexus UX presentation, in reveal campaign, we made a gadget’s unboxing and told about all of its innovative features.
So in Kazakhstan appeared a new car, and a new luxury gadget as well.