LEXUS UX UNBEATEN PATHS

Small

Business

Drive

CAMPAIGN UPDATE:

In the months following the launch of Unbeaten Paths, Hong Kong has faced a series of ongoing rallies and protests throughout the city. As these demonstrations make it increasingly difficult for small businesses to attract footfall traffic to their premises, Lexus is stepping up its efforts to aid the survival of this community.

Unbeaten Paths will now serve as a test-drive platform for all future Lexus model line-ups; uncovering and serving up even more hidden gems in an effort help Hong Kong’s small businesses thrive during this difficult time.

“Several dozen Hong Kong retailers likely to fold as protests hit sales, leaving thousands unemployed”

THE DATA-DRIVEN TEST DRIVE THAT PUT INDEPENDENT BUSINESSES BACK ON THE MAP

The all-new Lexus UX is a crossover built for urban exploration. But in Hong Kong, a city of astronomical rents, unique lifestyle destinations grow fewer and fewer by the day. For most independent shops, galleries, studios and cafes, the only affordable locations are in the least visited corners of the city. Instead of giving people a test drive around the block, we created an urban exploration experience that helped them discover the hidden gems in the city that needed a bit of extra traffic.

Unbeaten Paths. A data-driven test drive experience that led drivers on a journey to uncover Hong Kong’s hidden lifestyle gems. Using each driver’s Facebook interest and location data, our digital test drive platform generated personalised routes that matched them with the must-see lifestyle destinations they had never explored before. Over 12 weekends, drivers twisted and turned through every corner of the city, discovering the UX’s urban exploration qualities and giving Hong Kong’s small businesses the extra boost they needed.

CURATED
MAPS

The Unbeaten Paths platform was populated with hidden gems in the least-explored corners of the city

Personalised
routes

Facebook interests and location habits were used to create routes to unexplored destinations

real-time
Filters

A variety of driving conditions were created using real-time navigation data from Google

UNIQUE
REWARDS

Free trials and discounts incentivised drivers to visit different merchants

CURATED
MAPS

The Unbeaten Paths platform was populated with hidden gems in the least-explored corners of the city

Personalised
routes

Facebook interests and location habits were used to create routes to unexplored destinations

real-time
Filters

A variety of driving conditions were created using real-time navigation data from Google

UNIQUE
REWARDS

Free trials and discounts incentivised drivers to visit different merchants

A PLATFORM THAT CONNECTS DRIVERS WHO WANT TO EXPLORE WITH BUSINESSES THAT NEED TO BE DISCOVERED

A PLATFORM THAT CONNECTS DRIVERS WHO WANT TO EXPLORE WITH BUSINESSES THAT NEED TO BE DISCOVERED

HUNDREDS OF HIDDEN GEMS MAPPED TO YOUR TASTES

Through the use of each driver’s Facebook location data, we pinpointed the lifestyle destinations in the city they had yet to explore that also matched their personal interests. We then combined this data with Google location data to create personalised routes that adapted to traffic congestion, time of day and destination distances in real time.

HUNDREDS OF HIDDEN GEMS MAPPED TO YOUR TASTES

Through the use of each driver’s Facebook location data, we pinpointed the lifestyle destinations in the city they had yet to explore that also matched their personal interests. We then combined this data with Google location data to create personalised routes that adapted to traffic congestion, time of day and destination distances in real time.

AN INSPIRATIONAL AND INTUITIVE EXPERIENCE

The Unbeaten Paths digital platform was designed to inform and inspire our drivers with rich and immersive content about each destination. At the start of each test drive, drivers could filter the types of destinations they wished to visit, as well as choose their route based on distance, drive time, traffic and driving conditions.

DRIVING MORE TRAFFIC TO SMALL BUSINESSES

The UX VIP partnership programme offered incentives such as discounts and trials, driving people to keep exploring small businesses throughout the city.

MAKING THE CITY A MORE EXCITING PLACE TO EXPLORE

The campaign led to millions of free impressions for independent businesses, record test-drive bookings and a massive return on marketing investment for Lexus. But most importantly, it has become an ongoing platform, ensuring that the city will always be an exciting place for urban exploration.

X
HIGHER CONVERSION RATE FROM LEAD TO TEST DRIVE
%
MORE TEST DRIVES THAN LEXUS’S PREVIOUS LAUNCH CAMPAIGN
:1
return ON MARKETING INVESTMENT
FREE Impressions FOR SMALL BUSINESSES

EVEN MORE CITIES TO EXPLORE

The success of Unbeaten Paths has laid the foundation for the platform to be extended beyond Hong Kong. Lexus is now planning to introduce Unbeaten Paths in various cities across Asia Pacific, starting with Singapore, Bangkok, Brunei and Macau.

SINGAPORE
BANGKOK
BRUNEI
MACAU

FOR SMALL BUSINESSES

Small Business Drive is open to all small businesses across Hong Kong. If your business relies on regular footfall, we can help drive more traffic. To have your business featured on the platform, please click the link below.

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FOR BRANDS

Small Business Drive is an open source project. With more partners using the platform, we can make an even bigger difference to small businesses across Hong Kong. To find out how your brand can participate, please click the link below.

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