Fair Event

Lexus - "Experience Amazing"

A departure from the ordinary, convenience for visiting press and a lasting impression were Lexus’ objectives for their 2017 Frankfurt motor show press conference. VOK DAMS answered with an innovative and daring concept: the ‘AR on-demand press conference’.

An experience in the shape of an augmented reality tour through the world of Lexus, with the use of Microsoft’s cutting-edge HoloLens.

A press conference not only to be experienced individually, but also whenever convenient for the journalists. They could enjoy the hybrid tour over the Lexus booth at any time during the two appointed press days – at whatever time it best suited their personal schedules.

Lexus was among the highlights of the show in the press coverage despite having no true world premiere news. The visiting press was appreciative of the new approach and wished for more manufacturers taking this “on demand” approach.