CHALLENGE
The Melbourne Cup is one of the world’s great horse races. A carnival of racing, dining, and partying attended by half a million people. Lexus has sponsored the event for 20 years – the car makers biggest sponsorship investment in APAC.
Each year Lexus invites guests to its Landmark Pavilion, an event space like no other. In 2022, our task was twofold; create hype before the race by telling the stories of the Landmark collaborators and create hype at the race, making sure Lexus was all over social.
SOLUTION
To support the launch of car maker’s first range of electric vehicles our 2022 Landmark theme was based on the concept of Living It Electric. A documentary series featuring the collaborators was created pre-race and 40 pieces of social content created at the race. The documentary series ran across broadcast, social and publisher channels.
IMPACT
1.3M views
24K engagements
2K new Instagram followers
