Lexus CT200h
Launch
Hundreds of interactions and comments on
Facebook
WEEKS
0
DESIGNS
0
DESIGNERS
0
REWARDS
$0
Lexus + Springleap
When Lexus launched their new CT200h youth-targeted hybrid sports cars, they presented the Springleap design community with a challenge: design the official t-shirt and imagery for the launch that would reflect Lexus’s luxury heritage with the injection of innovation.
VIEW DESIGNS
Launching a new market
segment with a heritage
luxury brand.
No. of Entries
In the short space of only 2 weeks, 24 designs were
sourced from across the globe.
Reach
Springleap co-marketed the contest with Lexus across
social media, PR, blogs and supplementing with
giveaways on local radio stations.
Fan Engagement
In the last segment of the contest the top 10 designs
went live on the Lexus Facebook page, generating as
much as over 600 likes and 400 comments on some
designs, from only 5, 000 fans.
HOW IT HAPPENED
Time was against us with only 2 days to create a brief, banner
material and launch the campaign, but Springleap worked
around the clock and launched on time!
Seeding
Springleap seeded the contest to bloggers,
13,000 designers and the Springleap community and marketed
extensively on Facebook.
Submissions
Over the course of the following weeks, Springleap received over 20
designs from all over the globe, showcasing a wide variety of styles.
Designers hailed from Australia, Malaysia, Argentina, South Africa,
Indonesia, Philippines, UK, Europe and elsewhere.
Approval
Designers’ submissions were screened to ensure design quality,
appropriate imagery and tone.
Designers Seed
The designers were incentivised to rally their friends’ votes for their
designs in order to make it to the top 10 designers which went to a
Facebook ‘like’ drive to decide the final winner.
Voting
Voting went live after the first week and overlapped with the
submission period. Lexus also ran a secondary vote process on the
top 10 designs via Facebook.
Production
Volkswagen selected 3 winning designs along with the Springleap
design panel and bought 5 more designs from the submissions for
promotional and internal use. Merchandise packs with apparel were
printed for the client and included in fan packs with new cars.
