Team One, a division of Saatchi & Saatchi, is an international full service advertising agency whose customers include Proctor & Gamble, The Ritz-Carlton, and Lexus. TeamOne envisioned an innovative approach to viral marketing that included the use of an interactive photo-mosaic. VCG worked with Team One on this innovative and aggressive campaign to support the launch of the all new 2006 Lexus IS luxury sports sedan. VCG and Team One collaborated to develop a site specifically for the new automobile (www.TheNewIS.com) that includes ground breaking application of technology to accomplish Lexus’ marketing goals.
Together, we took an automobile advertising campaign to another dimension altogether – to the world’s largest digital billboard, the Reuters sign in Times Square. The new IS was displayed as an interactive photomosaic made up of tens of thousands of user-generated photographs that were uploaded to the web site. Individual photos were highlighted, one at a time, three stories high on the Reuters sign.
Using cell phones, street teams also snapped photos of visitors to Times Square, uploaded the images and within seconds broadcast them 30 feet tall, in the middle of New York City.
More than 500,000 visitors went to the web site during the campaign and over 75,000 photos were uploaded, allowing users to be part of the experience. They were able to invite friends to upload more photos, zoom into the mosaic and locate their own part of the overall image of the new Lexus IS.
VCG implemented all of back end systems, and took the complete creative vision to the next level by developing a complete Flash-based interface to display the mosaic, capture user information through registration process and workflow, communicate with the Reuters board, as well as web cam and email aggregation.
The overall project took the Silver Award for a Complete Campaign at the 2005 International Automotive Advertising Awards.