Quietly presenting Kylie and the new Lexus CT200h. We put Lexus's new hybrid hatchback in the spotlight by creating a unique partnership between the luxury brand and the pop legend.
The campaign extended across press, TV and digital, and also included a series of online mini documentaries about the conception of Kylie's tour, which highlighted the car's cutting-edge hybrid technology.
As part of the campaign, we also produced several innovative crowd activation pieces that were shown to screaming Kylie fans across the country in the exciting build-up to her own UK shows.
The campaign went live in February 2011, so the results are not available yet - however, forecasts show that sales of the show- stopping CT200h are looking extremely promising.