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.
Launching a new market
segment with a heritage
No. of Entries
In the short space of only 2 weeks, 24 designs were
sourced from across the globe.
Springleap co-marketed the contest with Lexus across
social media, PR, blogs and supplementing with
giveaways on local radio stations.
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!
Springleap seeded the contest to bloggers,
13,000 designers and the Springleap community and marketed
extensively on Facebook.
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.
Designers’ submissions were screened to ensure design quality,
appropriate imagery and tone.
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.