Toyotas Premium Brand Lexus was looking for an Interactive Experiental Marketing solution for their VIP section at the Detroit Motor Show. The experience was supposed to be highly engaging and experiental as well as informative and usefull for the visitor. However it should also address business needs and create a return on investment for Lexus. In response to this brief we created the Lexus Paper Mouse installation. Visitors who registered at the concierge desk of the VIP lounge would receive a flyer with a customized visual marker on the back which held the name, email address and hometown of the visitor. The flyer worked as a normal flyer itself with news about the brand printed on the inside. However it could also be folded int o a paper mouse. Which the visitor could use to interact with the interactive wall installed in the VIP Lounge.

The visitor then was greated with a personalized welcome message and could select topics from the content he is interested in and receive follow up information about via email. This marketing solution was hence highly usefull for the visitor but also generated valuable customer metrics data for Lexus.

Produced at Spinifex Group Sydney for GPJ Los Angeles.

To realize this innovative concept we commissioned the outstanding Toxi from PostSpectacular.com to create a generative visual marker solution, which later on resulted in Fid.Gen which was nominated for the Designs of the Year award in London.