Lexus goes back to the future with the Hoverboard NFT series
Today, Lexus goes back to the future with a hoverboard NFT collection. Launched alongside an interactive, choose-your-own-ending adventure, Lexus invites audiences to immerse themselves in the world of the all-new RX for the first time.
To engage the new generation of Lexus drivers, the next iteration of The&Partnership’s Stay Ahead campaign taps into the intrigue surrounding the launch narrative and offers an interactive game with a unique prize.
In the first phase of the RX campaign, a secret agent with a mysterious briefcase escaped from a team of villains enabled by the all-new RX.
Phase two asks – now that the suitcase is secured – what exactly is inside it?
Available online and from retailers, audiences are invited to “Crack the Case” and play as one of two specialists – Hacker or Locksmith – to support them in their quest.
By completing the mission and unlocking the briefcase, players will gain access to the iconic Hoverboard NFT the agents have protected all along – and have a chance to win one of their own.
Lexus was the first brand to create a working hoverboard in 2015 with The&Partnership, bringing their Amazing in Motion brand promise to life. The Lexus brand’s latest venture into Web 3.0 offers the opportunity to celebrate this pioneering spirit, making its historic mobility designs owned for the very first time: as a series of rare, luxury NFTs.
The bespoke Hoverboard NFTs will celebrate five nations – France, Germany, Spain, Finland and Kazakhstan – capturing the essence of each country through art. These beautifully crafted NFTs will intertwine signature aspects of each nation with the minimal, futuristic feel of the Lexus Hoverboard. Developed by the renowned design studio Coffee & TV, there will always be only one of each piece made.
Lexus is a brand known for design, technology and innovation, and the latest campaign fuses these worlds once again as it continues to engage with the evolving luxury consumer.
Lexus Europe Communications Manager Tommaso Grassi says: “Phase 2 of the RX ‘Crack the Case’ campaign, inspired by the latest gaming trends, allows us to connect two iconic elements of the Lexus brand – the new Lexus RX, our most iconic SUV’s 5th generation and an NFT version of the Lexus Hoverboard that achieved instant worldwide notoriety back in 2015.
I am sure it will excite all participants and it will allow a new and younger audience to come into contact, probably for the first time, with the Lexus brand.”
Creative Director at The&Partnership, Frances Draskau, says: “Lexus combines innovative technology with expert craftsmanship, and its first Hoverboard NFT collection reflects these principles, unlocking a new era of digital design to expand the range.
The Hoverboard series is an exciting vision of future mobility with limitless imagination. All five pieces of the unique collection can be won and even resold, but only by those with the skills to crack the case in the interactive game.
Lexus fans remain at the heart of the story and will not only decide the ending – 5 lucky winners will own Lexus history.”
Integrated into Lexus EU and host market websites, the web build was developed by Kin + Carta. Reaching consumers directly at retail, the opportunity to enter to win one of the coveted prizes is also available in Lexus dealerships.
Launching on 24 April 2023, the opportunity to win one of the NFTs will be live until 31 August in participating markets.
