Melbourne Cup title sponsor Lexus launched an integrated, multi-platform activation programme around the 2018 race that stretched from on-course/on-horse signage, to fashion media tie-ups and up in the sky by enabling Qantas passengers to watch the event live in the air.
Those in mid-air at 3pm on Tuesday, 6 November were be able to watch the Cup in real-time on their devices thanks to a campaign by the new race sponsor and Victoria Racing Club Principal Partner Lexus.
In a first-ever in-flight entertainment initiative, those flyring domestically on wi-fi enabled Qantas B737 and A330 flights could live stream the $7.3m Lexus Melbourne Cup race via laptop, tablet or mobile phone.
The auto maker’s week-long Melbourne Cup campaign also featured live broadcast content and advertising to impact travelers as they journey through Qantas terminals and during their flight nationally, plus a live race stream on Outdoor agency oOh!’s screens in Qantas Clubs, Domestic Business Lounges and on the Collect and Connect TV screens at baggage carousels in Melbourne, Brisbane, Perth, Adelaide and the Qantas domestic terminal in Sydney.
This air travel activation was just one strand of the luxury car brand’s campaign leveraging its rights to ‘The Race That Stops The Nation’.
Australia’s pre-eminent horse race was also be shown live on the country’s biggest full motion digital billboard – The Burke on Burke Street Mall – in Melbourne’s top shopping centre. Indeed, the Burke also screened a race start countdown from early Tuesday morning.
Indeed, the OOH campaign was based on three phases:
> Pre-race: with creative across airport assets to build awareness and excitement for the Melbourne Cup, including a countdown to the race that stops the nation.
> Race-day: creative switching to use the oOh! Assets to live stream the race direct from Flemington.
> Post-race: with creative across oOh!’s airport assets celebrates the winner of the Melbourne Cup.
According to oOh! CEO Brendon Cook, the Lexus Melbourne Cup campaign (which ran from 3 to 10 November) leveraged the all round new opportunities available via modern OOH platforms: including data, digitisation and real-time content.
“This campaign by Lexus recognises that Out Of Home is a public space medium that enables brands to captivate, gain deeper connectivity and inform audiences through innovative use of the new technology available,” Cook said.
“We are thrilled to take what is one of the key sporting events in the country to new heights through the live streaming on massive screens – in Melbourne city and airports nationally – through to devices 30,000 feet in the sky.
“This campaign is truly unmissable in terms of impact and scale, and really sets the bar in terms of promoting a major event.”
Lexus Australia CEO Scott Thompson commented: “When we entered into the five-year agreement with the Victoria Racing Club we wanted to push the boundaries of what was possible through the partnership and to create exciting touchpoints on and off course. The campaign we are running with oOh! is a great example of this. We’re proud to be sharing this extraordinary event with even more Australians.”
Other elements of the car company’s Carnival activation programme include fashion-focused partnerships with Vogue and GQ.
plus a set of premium hospitality experiences at the course – centered around the Lexus Design Pavilion.
This Melbourne Cup branded space aims to ‘epitomise a shared vision for excellence’ and, as well as high end food and drink, the space offers a curated collection of Australian artists and artisans (and cars).
As well as auto industry invitees, high net worth targets and competition winners, the brand also invites a team of Australian influencers – such as Elle Macpherson – to the Lexus Design Pavilion.
Lexus is also the title sponsor of the international ‘Lexus Melbourne Cup Tour’ which sees the trophy journey not only around Australia, but also to the UK and Ireland,
While the digital and social activation strands include a set of video led creative pieces.
Comment:
A compelling example of how technology advances mean OOH platforms offer unique real-time sports marketing opportunities.
And for those not in the air or at an airport, a partnership with broadcaster Seven saw Twitter live stream the Melbourne Cup in an initiative available to both logged-in and logged-out users.
Lexus’ title sponsorship of the country’s top sports event is the anchor of its long partnership with the Victoria Racing Club which was enhanced in 2018.
The car company and the VRC have had a relationship for 14 years which is based around the auto brand’s luxury products, prestige positioning and values and its focus on inspiring, imaginative and memorable experiences, as well as exhilarating performance.
Lexus’ VRC activation is based on a programme of exhilarating design, culinary and entertainment experiences for the race and the wider Carnival.
The new 2018 tie-up saw the relationship strengthened as Lexus became the VRC’s Principal Partner.
The race may be the showpiece event, but the wider Carnival blends sport with fashion, entertainment, hospitality and business.
Links:
Lexus Australia
https://www.youtube.com/user/LexusAustralia
https://www.instagram.com/lexusaustralia/
https://www.facebook.com/LexusAustralia/
oOh!
Victoria Racing Club
https://www.flemington.com.au/
https://www.youtube.com/user/flemingtonracecourse
https://www.instagram.com/flemingtonvrc/
https://twitter.com/flemingtonVRC
https://www.facebook.com/flemingtonracecourse
https://www.linkedin.com/company/108593?trk=tyah
