Bigumigu 2012 Automotive Report

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COMMUNICATION TRENDS
AUTOMOTIVE - 2012

Bigumigu Communication Trends - Automotive 2012 2
Games
Games are the one of the best ways in the digital
world to interact with target audience. Sometimes
creating a game for the children to make the
driving experience better, sometimes developing
an in-game social advertising practice.

Bigumigu Communication Trends - Automotive 2012
watch video
ToyToyota - Mobile Game App for Children
see the project
Games
“ToyToyota” is an iPhone game app
which allows parents safe & enjoy
driving when the child is at the backseat
of car. App uses GPS to follow the 'real
car - Papa car' in the game, then the
child picking up objects with "game car -
My car" by steering right and left the
device to follow the Papa car’s path.
3

watch video
Toyota Window
Games
Copenhagen Institute of Interaction
Design and Toyota Motor Europe
developed a window concept named
with “Window to the World”. People who
are sitting at the backseat of car, can
zoom outsider objects and draw
whatever they want on car glass.
4

Fiat Showroom in Townster Game
see the project
Games
Fiat Turkey, put Fiat Showroom into a
city simulation social game ‘Townster’
on Facebook.
5

Toyota - Social Network Racer
Games
Toyota created an uneasy Facebook
game for pre-launching the rear wheel
drive, new sport model GT-86. The race
track is formed from users name and
some Facebook profile views are put
into around the track to make
concentration diffucult. A succesful
player got a chance to see GT-86 before
launch.
6
watch video

watch video
BMW Interactive Video Mapping Auto Race
Games
To promote 1 series, BMW placed huge
projection screens and set out the
interactive virtual auto races along 8
days in central areas of South Africa.
Users joined races with their Facebook
accounts on a Galaxy Tablet and
controlled it as a wheel in the game.
Participants also shared their records via
their Facebook accounts.
7

watch video
Lexus - Tori Praver Race Track
see the project
Games
Lexus worked with model Tori Praver to
carry out a launch campaign for 2013
Lexus GS F sport. As a part of campaign,
Praver‘s lied on photo was used like
curves of a race track and created a
mobile race game for iOS devices.
Message was clear, “The only car that
can handle these curves”.
8

watch video
Fiat Uno - If Pee Were Gas
Games
“If Pee Were Gas” campaign is another
enjoyable project from Fiat/ Brazil to
promote fuel efficiency Fiat Uno. As a
part of campaign, the sensors are
settled into the urinals of popular
Brazilan restourants’ WC.
When consumers came in WC to pee
into urinal, they saw a Fiat Uno was
going on the digital screen till the end of
peeing. The men who peeing within the
longest time, can see their best records
on the WC board list.
9

watch video
Jeep Poland - Big Treasure Game
Games
Jeep Poland launched an outdoor game
to encourage people to win Jeep Grand
Cherokee.
Players received a map with the exact
location of awards and went places hard
to get in such as mountain trails, caves
and lakes to checked-in and collect the
awards. The player who collected the
highest number of the awards won a
Jeep Grand Cherokee.
During the campaign 2,000 active
players joined the game and the jeep
website traffic increased over 250,000
times.
10

Aggressive Social Media Strategy
The powerful automotive brands are trying to use
social media as the main focus of their new model
launches both to create the ultimate buzz and
show their self confidence in social media.

BMW i Banner Redirects to Twitter Searching
BMW’s ad banner on Mashable,
redirected to Twitter search link as
‘bornelecetric’ rather than direct site link.
It was made for launching concept
versions of i3 and i8 models. That was
the first example of using payed media
to direct earned media.
12

watch video
Mercedes-Benz Ad Just with #NewGeneration Hashtag
Mercedes-Benz prepared a cool ad for
A- Class launching to emphasize how
brillant the new model. In the ad, there
were no info, not a brand logo or any
model name, but just #NewGeneration
hashtag was given to see the campaign.
#NewGeneration hashtag also used in a
Spotify campaign for winning premium
membership by choosing best
background music to the short video ad.
13

Ford Social Badge
see the project
Social badges are a part of Ford’s new
social media campaign. Consumers
choose and share the most closest
badges for them among 44 different
ones. In this way, Ford can get to know
brand’s consumers, too.
14

Events for Social Media
Today, pr and social media are integrateg. An
event can mainly be used to create a social media
buzz. It’s not a coincidence that in Cannes Lions
2012, most of the promo & activation winners were
alse winners in digital categories.
15

watch video
MINITram at Istiklal Avenue
MINI had created a gerilla activity at
Istiklal Avenue with 4 MINI Countryman.
The cars took off the people from
Taksim Square to Tunnel like a
centenary nostalgic tram.
16

watch video
Chevrolet Sonic Skydiving
see the project
To promote new Chevrolet Sonic, a
vehicle fell into the sky from a plane.
Thus, the fastest 0-100 km range speed
record was beated cleverly by
Chevrolet.
17

watch video
Ok Go: Chevrolet Sonic Music Video
Alternative rock band OK Go, set up a
part of crazy ad film of Chevrolet Sonic
during Superbowl XLVI. The band
played 1,157 instruments connected with
Chevrolet Sonic, over two miles of desert
outside Los Angeles.
After this ad, the band completed the
clip to full music video. Project took 4
months of preparation and 4 days of
shooting and recording.
18

Ford Worked with Fiction Model “Dalena Henriques”
Social Story Telling
Ford, launched a campaign with a fiction
model “Dalena Henriques” for
Mustang 2013 GT 5.0.
The ad with this model was took place
on the Sports Illustrated magazine.
Auto brand also created a site named
“dalenahenriques.com” and put the
photos of model with new Mustang. Ford
tracked the feedbacks easily from
Google searchings of Dalena Henriques,
across the campaign.
19

watch video
Smart Fortwo - Pong Game
Extreme Activites
Daimler, dominant firm in German
automotive industry, created a test drive
acitivity in order to show how an electric
vehicle can accelerate fast.
People played legendary pong game
with two real Smart Fortwo while looking
on the huge digital screen.
20

watch video
Ford Pinball Park
Extreme Activities
Ogilvy Paris created a huge, amusing
Pinball game in a street of Paris to
advertise Ford’s parking service
technology. The people who parked
most wickedly record the highest score
in the game.
21

watch video
Fiat TwitBid
see the project
Fiat had set a Twitter Auction campaign
and sold the special Production America
500 by open bidding.
Auction started from €1 and continued
till 15 days on the
500America.fiat500.com, website.
Moreover 700 twitbids from 15 countries
are received during auction. User from
Germany Adelheid D. Keiper offered the
highest price €15.165 and became the
first owner of America 500.
22

watch video
Kia Motors - Backward Race
To promote rear veiw camera
technology, Kia Motors Colombia
organized a race event which drivers
goes backward.
23

watch video
Toyota Etios - Tweets for Sweets
see the project
Toyota Etios’s campaign slogan "Here to
Make You Smile" became an interesting
interactive installation to release a
sweet for the smiling tweeter.
An empty shop window invited people
by to tweet what made them smile with
the hashtag #etiossmiles. After that
every second hand objects took action
behind the window to make people
happy and smile.
24

watch video
Lamborghini Project: Audio - Visual Projection Mapping Event
The Lamborghini Project is a fascinating
projection mapping experience at Media
Merchants production agency based in
Vancouver.
25

watch video
Chevy Sonic: 3D Projection Mapping Claw Game
Chevrolet created the world’s biggest
claw game as 3D projection mapping on
the famous Roosevelt Hotel on
Hollywood Boulevard. The interactive
3D projection mapping was for the new
Sonic and hundreds of people lined up
to get a chance to win the car.
With the event people used a foot-pedal
and gear-knob to control the claw in real
time to win a bunch of cool prizes,
including a 2012 Chevy Sonic.
26

Technology Integration
Safety, power, consumption... These were USP’s
once, but are given for todays consumers in
automotive industry. Now it’s important to have the
most advanced technology and show it. Many
digital campaigns are created to give the idea of
brand’s technological advance.

watch video
Mercedes-Benz Invisible Drive
see the project
The Mercedes-Benz F-CELL is the first
hydrogen-powered, environment
friendly car which is ready for series
production. In order to attention to this
innovation it’s made an invisible F-CELL.
The car was with the LEDs on the one
side and a camera on the other side.
The camera filmed everything that
happened behind the vehicle and
transferred every action directly to the
LED mats.
28

Audi - Direction Finding APP With Google Street View
VW Group Electronic Research
Laboratory had developed an on board
direction finding app that can use
Google Street View images. The
navigation system which uses T-Mobile
data links, firstly came with 2012 Audi
A7.
29

watch video
Ford - Key Free Login
see the project
Ford’s Keyfree system has inspired a
digital campaign. To promote the
technology, a Mac OS software, named
"Ford Keyfree Login" was created.
The Software "Ford Keyfree Login"
automatically logs in and logs out your
web accounts as you approach your
computer with your smartphone, using
bluetooth technology.
30

watch video
Volkswagen Amarok, Head Controlled Web-Site
see the project
Volkswagen Amarok’s interactive
website can be controled with users
head. While users are on the site, they
can choose the muddy, sandly, gravelly
and asphalt pathes where Amarok
animation performs on it.
31

watch video
Live Supports to Audi Pilots at 24 Hours Nürburgring Races
see the project
In 24 Hours Nürburgring races, Audi fans
could support Audi pilots with live
messages in such a challenging way.
Due to the Led device was placed into
body of Audi R8 LMS, fans messages via
Audi Deutchland page had been seen
on the race photos.
32

Chrysler - Wireless On Board Charge System
Chrusler Group LLC, announced new
wireless on board charge system
coming with 2013 model Dodge Dart.
The size of the charge place is
8.27×9.5×3.25. When users put the
mobile device into the place and start
driving, it will going to charge phone
automotically. Its cost will be $199,
including montage.
33

Nissan iPhone Case Renews Itselfs
Advanced Softmaterials and Tokyo
University had projected an
unscratchable iPhone case by using the
speacial paint technology. Technology
which is already in use by auto brands
such as Nissan, has a material named
polirotaksan. If case is sketched, it
renews itself after a while. It has
planned mass production of iPhone
cases in this year.
34

watch video
Mercedes-Benz Key to Viano
Mercedes-Benz created an impressive
outdoor ad for Viano in Berlin
Friedrichstrasse subway station. For of
the campaign, technicians used radio
signals and developed a system which
allows people to control the interactive
screens with their car keys.
People took action and pushed their car
key buttons then watched the advert
video of Viano. People who see driver in
the ad, had a chance to get mini trip with
Viano.
35

Real Time, Real Data
Online campaigns can be activated and processed
by live data. Facebook likes, number of tweets and
many consumer activities are good ways to create
those campaigns.
36

watch video
Volkswagen: BlueMotion Roulette
see the project
VW Golf Bluemotion technology
provides much more kilometers than a
normal car, with a full oil storage. To
prove this, Norwegian based agency Try
created an activity and asked, how long
distance VW Golf can get over with just
one oil storage. Moreover 50.000
people forecasted and one lucky
participant won the car with the right
answer, 1.570 Km.
37

watch video
MINI Fan The Flame
MINI accomplished a campaign that was
carried out via Facebook and a micro
website. One of the users who liked the
Facebook page and fired the rope Mini
was connected with, won a MINI
Countryman.
38

watch video
Chevrolet Sonic Bungee
Chevrolet launched a campaign with
Lets Do This slogan for new Sonic. 2.5
million users were encourged on the
website to click for watching Sonic’s
jump off. It was the first time that an auto
was doing bunge jumping.
39

Solution Marketing
Digital world gives brands a very unique
oppurtunity; find a consumer problem and solve it
with a new idea. This approach is one of the major
communication trends in 2012 for many brands.

Smart Cover Creator
see the project
Solution Marketing
When Facebook started the roll-out of its
new Timeline look on profile pages,
Smart UK had created a cover photo
app for Facebook users. App can
prepare mosaic and infographic cover
photos by using users’ profile
information.
41

watch video
Mercedes Fleet Tweet Free Parking Spaces
Solution Marketing
It is a big problem for drivers to find free
parking spaces especially in coming
new year days. Mercedes lead a Twitter
campaign to solve this problem in
Stuttgart and fleet of Mercedes autos
tweet the free spaces through
Mercedes-Benz Park Assist Service.
People who looked up tweets also can
see free spaces on the map.
42

watch video
BMW Solves Parking Problem
see the project
Solution Marketing
BMW invests in iVentures, MyCityWay
and ParktmyHouse systems to inform
BMW i drivers for free parking spaces.
43

watch video
Mitsubishi Temp Drive
Solution Marketing
Mutsubishi set up someone else to work
along a day for people who joined its
2012 Outlande Sport test drive
campaign, “Temp Drive”. There were
interesting jobs that participants have
such as opera artist, magician, DJ and
meteorologist. A lucky person among
those participants enjoyed with
Outlande Sport all day with no work.
44

watch video
Volkswagen - Youtube Original Click
Solution Marketing
Volkswagen has created a funny
YouTube video campaign to underscore
the original spare parts usage. The links
of the original songs replaced into the
small ads below the fake cover music
videos.
45

watch video
Toyota: iQ Street View
Solution Marketing
In 2011, Google launched Street View in
Belgium but some streets were missing
because of the Google car was too big
for them. Then Toyota decided iQ car
with a 360 degree camera and added
the streets that Google didn't get into.
Besides, if users noticed their streets are
not on Google Street View, they can tag
it on the micro site to complete street
views.
46

watch video
Nissan House Hounting - Smart Ads invite to Test Drive
Cross Targeting
Nissan offered smart ads on the most
popular landed property site in the Gulf.
When users select house size, budget
and room numbers from the option menu
and start searching the house on the
site, the live ad banner coming to screen
according to family structure. For
example, banners offered to crowd
families bigger auto models for test
driving.
47

Augmented Reality
Augmented reality is not a brand new technology,
but there is still ways to marvel it in executing new
ideas.

watch video
BMW - Telescobic Screens
Augmented Reality
BMW launched the new i series concept
models at 64th IAA Frankfurt Auto Show.
One of the most interesting thing at the
BMW booth was BMW’s interactive
telescobic screens in front of the stands.
Visitors experienced details of models
when they looked into them.
49

watch video
Citroën DS4: Virtual Cars Finding Game
Augmented Reality
In this virtual car finding game
campaign, people tried to find hidden
Citroën DS4s from Google Street View in
the streets of UK. The participant who
found the highest number of cars, won a
real Citroën DS4.
50

watch video
Volkswagen Beetle AR + Outdoor
Augmented Reality
Volkswagen launched Beetle AR
outdoor campaigns in Canada.
Everyone was able to look into AR ads
with the camera of mobile devices and
saw various animated shows.
51

Facebook, Twitter, Google+
Social network specific marketing is a must for
many brands. Gigantic networks like Facebook
and Twitter are good places to create campaigns
but also niche social networks are oppurtunity for
positioning the brands.

watch video
Ford - Bring it With Focus
see the project
Campaings with Internet Celebrities
"Bring it Focus" is very creative and
enjoyable Facebook campaign to
promote Ford Focus' features with
Turkish celebrtiy teams, Cenk &
Erdem, Eylem & Murat and Kaan
Sezyum & Serkan Altuniğne. Every team
had to complete different missions with
their own cars to bring Focus car
features. During the campaign, users
voted the teams on Facebook and one
lucky person had a right to win Ford
Focus.
53

Ford - Caption This!
see the project
Google+
Ford Europe, made its first Google+
campaing as posting a photo to its
brand page on the platform. Then users
added their captions as a comment
under the photo and the caption with the
most +1's was awarded with new DIRT3
consol game.
This campaign was launched before the
official Google+ brand pages were
available, and the original post no
longer exists.
54

Volkswagen Fan Edition
see the project
Social Personalization
Volkswagen Fan Edition project was
created for brand’s Facebook page fans
to give them a chance, creating their
fancy cars via an application. After the
campaign, 200 Polo and Golf were
produced by users equipment
selections. It was the first auto product
went live with consumers‘ imagination.
55

watch video
Audi - The First Hashtag in a TV Ad
Hashtags
The first TV hashtag #ProgressIs was
implemented by Audi in “Progress is…”
campaign during Superbowl events in
2011. Audi also rewarded users to
enhance turnout.
56

Ford Fiestagram - Instagram Campaign
see the project
Niche Networks
Ford Europe, had started an Instagram
campaign for Fiesta. Attendants shared
their photos according to tag which is
announced by Ford everyweek and won
several prizes. Photos scored by juries
and all tags winner won the the big
prize, Ford Fiesta.
57

watch video
Audi Q3 #twikaye
see the project
Hashtags
The new compact SUV of Audi; Q3, was
launched with a Twitter project #twikaye
(#twistory). in social media. Twitter users
posted their best stories while using
#twikaye hashtag. Hashtag was
succeed to be trending topic within 2
hours.
58

Chevrolet Super Bowl Films Event
Seeding as Campaign
Chevrolet started a prize competition on
MSN before Superbowl final, and
wanted from users to spread out
Superbowl films on the internet. One of
the user who had maximum spreads
won $1.000. It was the biggest
disadvantege not to let users to spread
YouTube videos.
59

Points of No Return: Facebook Timeline Ads
see the project
Facebook
Lexus, inspired from Facebook Timeline
and put into practice a Facebook app for
2013 GS model. When users go back in
time via the app, they overlook images
of prior models and launches. While
users come back to now, they see the
new 2013 GS above the page. Lexus
also changed the ”like” button and used
“i own this-for prior models”, “i
remember this- for different
technological news” and “i want this-for
2013 GS” buttons instead of it.
60

Bridgestone’s Logo Hunt
Crowdsourcing
In 2011, Bridgestone made a small logo
revision, but on the independent internet
sites were still holding the old logos. In
order to prevent this, brand started a
crowdcourced campaign in Turkey and
found the old logos easily. Users who
determined and reported highest
number of old logos on the internet, won
different mini awards.
61

watch video
Subaru First Car Story
see the project
Social Story Telling
Subaru US, started “First Car Story”
campaign to promote 2012 Subaru
Impreza.
Users who enter the FirstCarStory.com
website can create their first cars with
their own stories. Website recognizes the
equipment words such as “sunroof, light”
and completes the car with an
animation. At the end of experience
users also can share their stories on
Facebook and Twitter.
62

watch video
Peugeot - Pinterest Puzzle Game
Niche Networks
Peugeot Panama organized a puzzle
game on Pinterest. The game was
started by pinning the missing photos of
Boxer, 107 and 3008 models on brand’s
Pinterest page. When Pinterest users
found the missing parts of photos from
Panama Peugeot Facebook page or
website, pinned them with Peugeot on
the platform. First five pinning cought the
prizes.
63

Honda Pintermission
see the project
Niche Networks
Honda agreed with 5 power Pinterest
users and give each other $ 500 to
create a Pinterest campaign. The
objective was ‘living a day without
pinning’ and rather than it, taking a tour.
5 Pinterest users take their spending
money and travelled to see different
cities such as San Fransisco, Londra and
Hawaii within a day. After 24 hours they
come back to Pinterest and travelling
photos are pinned on the Pintermission
board of Honda.
64

watch video
Volkswagen Amarok - Facebook Flipbook
Facebook
Volkswagen realized an “Amarok -
Facebook Flipbook” animation project
with 200 images to show that Amarok
goes on everywhere, from mountains to
streets and even on Facebook. Users
just keep fingers on the right button and
flip through the album as a short
animation movie.
65

watch video
Nascar - Twitter Hashtag Pages for Events
Hashtags
Nascar and Twitter calloborated to
place a TV ad for 2012 Pocono 400
NASCAR races. In the ad, viewers saw
the #NASCAR hashtag to visit the event
page on Twitter. After a while, Twitter
managers talked about hashtag pages
and underlined that the pages are not
for brands, just for events.
66

watch video
Audi A6: Interactive YouTube Driving Experience
YouTube
The world’s first interactive driving video
on YouTube had been launched for the
new Audi A6.
In the interactive YouTube experience,
users can control the video with their
keypad numbers. The video was
diveded section to section to provide the
illusion that users are actually
controlling the car.

67

watch video
Smart Car Argentina: Animated Twitter Ads
Twitter
Smart Argentina had created the first
animated ad on Twitter. Users simply
hold down “J” to animate and follow the
car through a tunnel, past trees, houses,
buses.

68

Honda - Interactive Online Film
see the project
Google Street View
Honda has revealed an online
interactive film that inspired by Google's
Street View experience to promote the
launch of its 2012 Civic model.
The 360-degree video aims to take
users to new places that they would
never get to see such as an Alsakan ice
cave and an underwater art museum.
69

Old Media, New Ideas
There are still ways to create good works in
relatively not-very-new media environments. Here
are some examples.

Cadillac CTS - Ripped Ad Page
To demonstrate CTS Coupé’s irresistible
beauty, created an ad page where the
car had been ripped out of the
magazine.
Agency: MacLaren McCann, Toronto.
71

Fiat Panda Discount Campaign
Selling Cars on Group Buying Sites
Fiat and Gropuon - Şehir Fırsatı
collaborated a campaign to promote %8
discount for Fiat Panda purchases.
During the campaign, 88 coupons from
2.000 TL discount price had been sold
to 100 TL in the gropuon website.
72

Fiat Ducato - Increadible Shipping Capacity
Ambient
In Turkey, People media agency
prepared very assertive piece to
indicate Ducato’s capacity. The head of
vehicle was settled infront of the the
huge shelf at Bayrampaşa Bizim Retail
Store.
73

watch video
Toyota SuperSplash - Live TV Ads
To promote new 2012 Hliux, Toyota
prepared amazing mud splashing live
ads on TVs. 2012 Hilux suddenly
appeared on the live screen and
splashed speaker with the mud.
74

watch video
Bradesco - Unexpected iPad Ad
New Media, Brilliant Ideas
Insurance company Bradesco, took out
an ad to Quatro Rodas digital car
magazine for iPads. While users are
passing the pages one by one,
unexpectedly car hits the left side of
iPad.
75

watch video
The MINI Store
MINI has carried out a campaign in Paris
streets with 10 cars which are positioned
like a MINI store. Cars invited people on
the street surprisingly for test driving.
76

watch video
Opel Movano: The 2GB Banner Campaign
Opel created a great banner to show
how big is the capacity of the new Opel
Movano van.
The banner straightly carries user’s files
across the web to chosen recipient and
it allows to transfer files up to 2GB in
size right through the banner!
Just in a month, the banners carried
5680 files throughout the world.
77

watch video
Audi iAd: Slide to Unlock
New Media, Brilliant Ideas
Audi took out a clever iAd for the new
Audi magazine iPad app in Brazil.
Apple’s “slide to unlock” feature set up
to get users attention.
Once users saw the iAd and recognized
to unlock Apple devices with finger
around a track they were rewarded with
a free copy of the new Audi Magazine
from the app store.
78

Personalization
Personalization trend is also getting big in
automotive. Creating user specific models, or
sometimes, giving brand a unique persona can
attract consumers in a good way.

Ford My Key
One Car, Many Personalities
Ford MyKey reserve key system
provides to control car with limited
feautures. Especially parents can put
limits when they are giving car to theirs
sons.
Determinable features: speed limit,
music sound level (if seat belt are not
worn, it doesn’t turn on) and radio
channel control
Ford put system into use primarily USA,
later on UK.
80

Harrods Store for Auto Launches
Premium Positioning
Harrods Store, rises as a new auto
showroom for brands of premium
segments in England. Aston Martin,
Cygnet, Lexus CT 200h and Fisker
Karma are shown so far in the store.
81

watch video
Mercedes-Benz SL - Fashion Film of Alex Prager
Premium Positioning
Photographer Alex Prager and model
Lara Stone made a short video for
Mercedes-Benz during 2012 Fashion
Week. In the film, Lara Stone stands
around in a stormy day.
82

Bently Motors Arranged with Starwood Hotels
Premium Positioning
Luxury auto producer Bently Motors and
Starwood Hotels & Resorts worked
together to show brand’s autos to hotels
consumers. Hotel’s wealthy consumers
test Bently cars and can attend
attractive events.
83

Ford Discounts the Vehicle Insurance Premium
Personalization
Ford and insurance company State Farm
started a system that collects drivers
data and sends them to the firm
instantly via 3G-4G wireless internet in
Utah USA.
2009 and later Ford models have Ford
SYNC technology which scales drivers
speeds and how long distanced with car.
The system sends informations to
insurance company. Then drivers
insurance premiums were calculated
according to this for semi-annual period.
If a driver montly gets over 1.000km
deserves %10, if less from 1.000 km,
deserves as near as %40 discounts.
84

watch video
Volkswagen Fanwagen
Personalization
Volkswagen invited its fans to vote for
their all-time favorite VW model on
Facebook and to win the one-off vehicle
as a reward.
Fanwagen campaign was clearly
designed for the social network-
obsessed, include a license plate that
shows your relationship status, and the
ability to print your newsfeed off at the
dashboard.
85

watch video
The Lexus Fashion Workshop: The Challenge
Personalization
The Lexus Fashion Workshop is directed
by four innovative persona, Eddie Borgo,
Alejandro Ingelmo, John Patrick and
Moss Lipow. They challenged to recycle
the parts of Lexus CT Hybrid into a
complete fashion collection.
86

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Bigumigu 2012 Automotive Report

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