Lexus UX | Unbeaten Paths: Small Business Drive

How do you launch a car built for urban exploration in a city that is no longer deemed to be explorable?

Lexus needed to launch the UX in Hong Kong — a crossover built for urban exploration. But the world's most expensive property market has forced unique small shops away from high-streets to far corners of the city. Lexus helped drivers experience the unbeaten path by creating a personalised data-driven test drive that tapped into their desire for exploration within an ‘un-explorable city’; thereby driving sales of UX while supporting small community businesses.

The success puts Lexus into a top 3 market position. In turn, it drove new traffic to small businesses, helping ensure the city always remains an exciting place for urban exploration. With protests in Hong Kong placing additional pressure on these establishments, the platform was also opened up for other brands to help drive more even traffic to these businesses at a time when they need it most.