Using Video to Drive Digital Brand Awareness

LEXUS OF LONDON / CASE STUDY

SITUATION

Luxury brand wanted to leverage digital marketing to promote seasonal services.

SOLUTION

We filmed and produced three short promotional videos to use across a range of digital mediums.

SUCCESS

Professional grade videos successfully captured the essence of the brand’s services and delivered a shareable customer experience.

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THE OVERVIEW

Lexus of London is the city’s leading luxury car dealership – and while Londoners are familiar with their superior vehicles, the business wanted to promote the services side of their business. From tire changing to car detailing, they carry all makes and models of tires and actively work on all brands of luxury vehicles. While their service goes above and beyond, the subject of car maintenance services hadn’t been promoted to the same scale as their sales.

Lexus of London had great potential to market these services to the latent public but lacked the professional branded digital marketing collateral needed to promote these services across various digital channels. To tap into this potential, they would need to find a way to creatively promote their top-quality customer services while illustrating that it was accessible for non-Lexus owners. Video, we concluded, would be the best fit to market across their website, social media platforms and YouTube channel.

UNDERSTAND THE SERVICES

To ensure that we had a thorough grasp of all the services that Lexus of London offered, we interviewed members of the service team to learn more about their roles and processes. By interacting with the team and identifying the key elements that made the dealership different from the rest, we strategize how to include these elements in their video.

Video Planning

To develop a well-planned video, we had to create a comprehensive storyboard. This meant shot lists, fully rehearsed scripts and a detailed play-by-play for each hour. By creating a detailed list and anticipating any potential issues, we could ensure that filming and production went as a smoothly as possible. Not only did we want to capture all the footage without a hitch, but we needed to make minimal impact on the business operations so we could be as efficient on site as possible.

Filming & Production

After an immense amount of planning, storyboarding and coordination – finally, the fun part! Working alongside a cinematography team, we conducted a 6 hour video shoot during which time we captured the footage for three seperate videos. Rolling before and through the dealership work hours, we were able to capture the incredible visuals through 4K video and drone footage that finally brought our vision to life.

Filming & Production

After an immense amount of planning, storyboarding and coordination – finally, the fun part! Working alongside a cinematography team, we conducted a 6 hour video shoot during which time we captured the footage for three seperate videos. Rolling before and through the dealership work hours, we were able to capture the incredible visuals through 4K video and drone footage that finally brought our vision to life.

Film Editing

With hours of breathtaking footage to choose from, we selected the highlights for each service, mixed sound and voiceover clips from interviews, selected music and compiled three fantastic promotional videos.

PROFESSIONAL PHOTOGRAPHY

Making the most of the opportunity to be on site with a full camera crew, we also captured great still images for Lexus of London to use in the future. From close ups of the vehicles to shots of the service team in action, we were able to illustrate the hardworking team through another medium.

THE FINAL PRODUCT

“44 North Marketing was absolutely amazing to work with. Corey and the team are professional and knowledgeable. They were able to take my vision for marketing to the next level; gaining more traction in a just couple of months than I ever had with other companies over much more time. The detailed reporting with an explanation of how we are doing and where we need to focus on is fantastic. I couldn’t be happier with 44 North, and highly recommend them to anyone big or small in size.” – Adam McCallum, Service Manager