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27 October 2017

Innovative Ad of the Week: Lexus 'Say Yes to the City' (UK)


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Lexus has challenged Time Out's social media editor to say 'Yes' to four UK cities in four days as part of a new 'Say Yes to the City' campaign for Lexus' self-charging CT Hybrid.  

As part of an action-packed four-day editorially-led challenge, spanning Edinburgh, Manchester, Birmingham and London, Rosie Percy and her partner, radio presenter Dan Alani, have been tasked with packing in as many of Time Out's recommended activities as possible across the four UK cities – relying on the Lexus CT Hybrid for transport. 

Time Out and Lexus have been documenting the challenge through a co-branded digital and social video series, supported by live updates across Time Out’s regional city social pages – including Facebook, Instagram and Twitter, with a total of 3.2 million followers – its high-traffic website, and through a series of advertorial features.  

Lexus’ pan-European, 360° ‘Say Yes to the City’ campaign includes a TV commercial, digital, print, out-of-home, as well as short social films to highlight features such as the CT’s hybrid drive, ample boot space and attractive luxury interior. Check out the ad here: 

LEXUS CT | Say "Yes" to the city from PapayaFilms on Vimeo.

Lisa Fielden, Manager, Brand Communications at Lexus UK, said: “We’re proud to launch our self-charging CT hybrid campaign– this is a gateway model for the Lexus brand, and the perfect car for busy city-dwellers and sightseers with packed social calendars, who want to miss out on nothing. We love how this campaign from CHI and m/SIX really taps into the mindset of saying ‘yes’, bringing it to life and sharing it with our audiences in the UK and across Europe.” 

Laura Varnam, Partnerships Director at m/SIX, said: “This is a real first for both Lexus and Time Out, as well as our cross-discipline team here at The&Partnership, and we couldn’t be prouder of all the colourful, eclectic experiences we’ve captured and shared to date. Watching the challenge unfold across all four cities has been such a rewarding experience. And there’s lots more still to come over the next week, as we delve deeper into our footage across Edinburgh, Manchester, Birmingham and London for our more in-depth, story-telling films. We hope this has been a truly memorable experience, for a broad audience of both Time Out readers, adventurous urbanites and Lexus fans across the UK.” 

Check out some of the Instagram highlights below: 


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