Today, Adweek announced the 2017 Media Plan of the Year (MPOY) Awards, honoring Lexus and Team One, Publicis Groupe’s leading premium and luxury brand agency, for “Best Use of Social” in campaigns spending less than $500,000 for the “Lexus RC Real-Time Build.” The annual competition celebrates the most innovative media plans and executions from around the globe.
The campaign, which aimed to create real-time engagement around the 2017 Lexus RC performance coupe among auto enthusiasts, turned to Facebook Live, using it in a way that had never been done before. During a live 10-hour broadcast, Lexus fans were able to vote online for modifications to the RC, customizing the car in front of their eyes. At a time when most automakers were using the platform for 15-minute reveals of vehicle launches, Team One and Lexus took it to another level, rallying the Lexus enthusiast community and resulting in a 10,000% increase in Facebook comments compared to the Lexus daily average.
“Lexus is a progressive marketer that aims to live on the leading edge of media and technology,” said Julie Michael, President of Team One. “We have built our agency around helping our clients create sublime digital experiences, which often lead to them being recognized for these types of industry firsts.”
The Adweek MPOY Awards are chosen by an elite jury composed of top industry media execs throughout the advertising and media industry. For the full list of the 2017 Adweek MPOY awards, please visit here.