New Horizons was the launch campaign for the unveiling of the all-new Lexus model, the UX. The creative challenge tasked as part of the campaign was to design and build an exclusive website dedicated to its release. The website promoted the models best features, highlighted the compelling stories behind its creation and centralised all brand related content.
The main objectives and KPIs for the website was to raise awareness of the UX, capture user interest and record it by measuring the increase in newsletter sign ups and more ambitiously, give the user the confidence to put down a £1,000 pre-order payment.
To achieve those objectives strong visual impact was used throughout by using rich imagery and captivating video footage, interactive modules to maintain user engagement and creative copywriting to tell the stories of the UX. The website structure was a long scrolling experience that snapped between each Content Pillar, but could be navigated by using the menu to jump to different areas of content.
The following screen designs show the Homepage and Menu in desktop and mobile formats.
The Content Pillars were made up of four areas; Intelligent Design, Japanese Craftsmanship, Engawa Philosophy and Imaginative Technology. These four areas are what helped design, build and craft the Lexus UX.
Each pillar used the same structural composition to keep the user experience familiar throughout, but to give each area its own personality and uniqueness, they were branded in their own individual style. Short films, news articles and interactive modules were exclusively produced to tell the stories around these four pillars and highlight the models best features. This content could be found on the thumbnail carousel.
The following screen designs show the four Content Pillars in desktop and mobile formats.
Model features and product stories were presented to the user through editorial styled news articles and interactive modules such as galleries, feature hotspots, expand and reveal components, and audible quote modules. Their aim was to maintain interest and engagement, allowing the user to keep discovering and learning as much as possible about the Lexus UX.
Towards the end of the experience a 'Next Steps' module was created containing conversion CTAs such as "Register Your Interest", "Configure The Lexus UX" and "Test Drive The Lexus UX".
The following screen designs show news articles, interactive modules and the Next Steps module in desktop and mobile formats.
