Lexus: Loreen Neon Lights

The goal was to expand Lexus’s customer base by atrracting a younger audience. We wanted to create a buzz around the NX launch by teaming up with Loreen to release her new song “Neon Lights” exclusively in collaboration with Lexus. The song was teased through various media, but could only be fully listened to at a Lexus dealership through the NX’s exclusive sound system from Mark Levinson.

With the launch of the NX, Lexus needed to break into a younger market, introducing the vehicle as a luxury option that resonates with a new generation of drivers. This audience is typically more interested in modern, immersive experiences rather than traditional advertising methods, which posed a challenge in terms of how to grab their attention and make the Lexus NX stand out in a crowded automotive market.

The solution was to partner with Loreen, one of Sweden's biggest musical artists, to offer an exclusive, immersive experience that would tie in with the Lexus NX's high-end sound system. The idea was to release Loreen's first single in several years, Neon Lights, exclusively inside the vehicle.

During the launch period, we released a teaser of Loreen's new song Neon Lights in a variety of media. We then told you that you could hear the brand new song exclusively at Lexus. But you had to go to a Lexus dealer in Sweden and get behind the wheel of the all-new Lexus NX. Once you closed the door and got behind the wheel, you could press play and let the exclusive sound system fromMark Levinson play full version of Neon Lights.

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