Perceptual artist Michael Murphy created a 3-D installation using thank you letters from guests of Lexus dealerships as part of the automaker’s new campaign to celebrate the guest experience.
The 16-foot art piece appears to be shaped like a 2018 LS sedan or the Lexus logo, depending on the angle, and features more than 2,000 suspended pieces of origami.
“Lexus crafts experiences for its guests with the same level of care it crafts its vehicles,” said Cooper Ericksen, Lexus Vice President of Marketing. “Using actual letters sent to our dealerships shows how each interaction, large or small, makes the overall Lexus experience exceptional.”
The automaker’s commitment to the luxury car market and some of the things it has introduced since 1989 — new levels of service, customer satisfaction, and quality — are what inspired the “Letters” campaign.
“It is a pledge to value the customer as an important individual, to do things right the first time, and to always exceed expectations,” Lexus said in its news release, with Ericksen adding that “The Lexus Covenant is what drives dealers and associates to treat customers as they would treat guests in their own home and to go to any lengths to serve them better.”
The installation is being showcased as a 60-second video currently shared on Hulu and Pandora, and through the brand’s “strategic online and social integrations.”
In an ever evolving digital world where users are increasingly expecting a more personalized experience, the new Lexus campaign appears to offer customers exactly that.
