Beautify helps Lexus' crossover of art & marketing via murals
Author: Evan Meyer Published: Dec 10, 2020 Updated: Jan 8, 2021 Read Time: 2 min
A smart combo of digital campaign and real-world walls show that even in a GPS-mapped world, there's always something new to explore.
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When Lexus launched their UX crossover in 2019, they wanted to convey the potential for adventure in the urban landscapes and drivers for which the UX was designed. They understood the value of murals as brand-builders.
Their vision: "in a world that's already mapped to completion, with GPS tracking and pinpoint navigation anywhere a city driver might find themselves, the greatest sense of adventure lies in a creative's ability to shape the world around them into something new through art and ingenuity."
The platform streamlines connections between brands and professional street artists. Lexus partnered with Beautify to paint murals on three Los Angeles walls and collaborated with social-impact marketing firm Givewith to create a digital campaign linking exploration and discovery to the murals and UX vehicle.
Business Impact
- 80% increase in brand sentiment
- 69% more likely to consider or recommend
- 57% increase in overall favorability towards the all-new UX
- Higher click rate on social compared to the overall UX performance
Social Impact
- Three murals painted across the greater Los Angeles area
- Reduced health risks associated with neighborhood decay and disorder
- Increased social cohesion and perceived neighborhood safety
Quote from Givewith
"Givewith created a digital advertising campaign that raised awareness around Lexus' and Beautify Earth's dedication to creating a world worth exploring, while increasing sentiment and favorability for the Lexus brand and the first-ever UX."
Learn more about how Beautify can help create campaigns like this for your brand or agency, or check out some local artists here.
About the Author: Evan Meyer is a co-founder and the CEO of Beautify.
