| Title | FILLET NORDSCHLEIFE |
| Brand | LEXUS DIVISION, TOYOTA DEUTSCHLAND |
| Product/Service | LEXUS MOTORSPORTS, LEXUS IS F CCS-R |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
|
Contributing Company
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
|
Contributing Company 2
|
CHAMAELEON DIGITAL VISION Duesseldorf, GERMANY
|
|
Production Company
|
NüRBURGRING.TV MEDIA SERVICES Nürburg, GERMANY
|
Credits
| Alexander Reiss |
Saatchi/Saatchi Düsseldorf |
Executive Creative Director |
| Daniel Grether |
Saatchi/Saatchi Düsseldorf |
Creative Director |
| Daniel Grether |
Saatchi/Saatchi Düsseldorf |
Copywriter |
| Thomas Goebel |
Saatchi/Saatchi Düsseldorf |
Art Director |
| Rene Menzel |
Saatchi/Saatchi Düsseldorf |
Managing Director |
| Sabine Leukel |
Saatchi/Saatchi Düsseldorf |
Sr. Account Manager |
| Michael M. Maschke |
Saatchi/Saatchi Düsseldorf |
Head of Creative Services |
| Michel Pathe |
Nürburgring.tv media services (Wige Group) |
Producer |
| Andrej Gontcharov |
Andrej Gontcharov |
Editor |
| Marius Althof |
Nürburgring.tv media services (Wige Group) |
Cameraman |
| Marius Kureg |
Nürburgring.tv media services (Wige Group) |
Cameraman |
| Nico Gather |
Nürburgring.tv media services (Wige Group) |
Cameraman |
| Mario Kotaska |
Mario Kotaska |
Chef/Food Styling |
The Campaign
Lexus is the fourth largest premium car brand of the world. But in Germany, Lexus is a niche brand with only 10 dealerships – the cars are considered as exotic. Even if German drivers know the brand, they link them with energy-efficient hybrid drives but not with dynamics and much less with motor sports. We wanted to change this perception and tried an experiment where Lexus uses energy differently but excellently as always and demonstrates its performance in motor sports: a well-known and in the Gault-Millau awarded gourmet chef prepares a fillet of beef in the engine compartment of a Lexus race car – live at one of the hardest motor races in the world, the legendary 24h race at the Nürburgring Nordschleife.
Of course, a niche brand is low on marketing budget. Nevertheless Lexus achieved nearly a million impressions online with the „Fillet Nordschleife“ within short time (956.961 in total, 109.726 on Youtube, 847.235 on Facebook). With no seeding budget it was a great success for a meaningless Japanese brand in the most competitive market for premium car brands worldwide: Germany. Furthermore the „Fillet Nordschleife“ inspired a leading German car magazine to publish a whole series of recipes for the engine compartment.
In contrast to traditional car advertising we tried and documented an experiment with an unpredictable outcome. With that, Lexus created an own content – live at the 24h of Nürburgring. Due to the unusual topic „fillet“, the premium brand was able to attract both petrol heads and gourmets.