Lexus - "Experience Amazing"

A departure from the ordinary, convenience for visiting press and a lasting impression were Lexus’ objectives for their 2017 Frankfurt motor show press conference. VOK DAMS answered with an innovative and daring concept: the ‘AR on-demand press conference’.

An experience in the shape of an augmented reality tour through the world of Lexus, with the use of Microsoft’s cutting-edge HoloLens accessible for 10,000 automotive, business & lifestyle journalists, broadcasters, video bloggers, YouTube stars and social media influencers from over 100 countries.

Diving into the world of Lexus with the Microsoft HoloLens: A virtual hostess guides the visitors around the stand, viewing the exhibits while seeing and hearing speeches from virtual speakers, together with information graphics, animations and video content. A welcome message, information on the new CT and NX models, exclusive updates on Lexus’ business performance and a look ahead what is coming next for the brand – the guests received all the Lexus key messages in an innovative and extraordinary way.

A press conference not only to be experienced individually, but also whenever convenient for the journalists. They could enjoy the hybrid tour over the Lexus booth at any time during the two appointed press days – at whatever time it best suited their personal schedules.

Lexus was among the highlights of the show in the press coverage despite having no true world premiere news. The visiting press was appreciative of the new approach and wished for more manufacturers taking this “on demand” approach.