Origami Cats – a unique way to tell a story
As part of the new Lexus pan-European website, AmazeRealise was briefed to create more memorable content experiences that really brought the brand to life, showcasing the dedication and skill involved.
Lexus wanted to change perceptions of the company by creating a digital presence that would help the marque stand out and signal its transition to a global luxury brand.
AmazeRealise wanted to develop a campaign that would support one of Lexus’ four key pillars – Craftmanship. Lexus master craftspeople – known as ‘Takumi’ – are trained for 25 years to master all their skills, they exemplify every aspect of craft and quality that Lexus stands for. The agency aimed to capture this personification by allowing users to experience being a Takumi Master.
Takumi Masters can fold paper into an origami cat in less than 90 seconds with their non-dominant hand. So AmazeRealise developed the Takumi Cats challenge where users are challenged to fold an origami cat in under 90 seconds in a unique interactive experience.
The challenge was based on Lexus’ expertise in developing and using cutting-edge technologies. However, many of the manufacturer’s most renowned skills vastly predate the digital age. The origami challenge beautifully illustrated this notion.
Users could experience a unique game simulating the origami task through a new, unique experience. They were asked to perform a series of on-screen drawings that followed the exact steps of folding an origami cat, using their non-dominant hand just like the Takumi.
Takumi Cats was one component devised to help Lexus achieve its objective of helping customers “Experience Amazing.”
Additionally, AmazeRealise created an interactive story on the Lexus website that was in keeping with the brand. The goal was to encourage repeat visits and sharing on social media.
The elegant experience was translated into 18 languages and rolled out to 39 pan-European markets, winning a Favourite Website Award. It created a strong connection with Lexus website visitors, garnering the following results:
- Completion rates of up to 55 per cent – very strong for a 10-step experience
- Seven per cent of users who saw Takumi Cat content tried the Lexus car configurator and 0.6 per cent accessed the test drive form
- In the UK, Origami Cats users shared their experience on social media, advocating both the game and Lexus.
“Takumi Craftmanship is key for Lexus. Lexus Takumi masters are trained for 25 years to master all their skills. We used imaginative technology to create an interactive test of speed and dexterity that centres on the Japanese art of paper folding. We’re delighted with the results our long-term partner AmazeRealise has delivered, providing a more than solid foundation for ongoing digital transformation of our business, while supporting us as we establish Lexus as a global luxury lifestyle brand.” Christophe Meulemans, Communications Manager Europe, Lexus