Recruit young male aspirers for the Lexus Facebook Fan Page.
To capture the interest and attention of the 25 - 40 year old male audiences, we blended the world of cars and comics to create The Lexus Chronicles, Malaysia's first Social Graphic Novel. Created in real time, we made our fans co-creators of our social graphic novel. Fans got to drive the story and even name the characters via votes and suggestions. In keeping with the brand's trademark luxury feel, we set the mood with a modern noir approach. With bold lines, striking colours and fast-paced action, we got to feature Lexus cars in action in a (graphic) novel way.
Product / Service
UMW Toyota Motor Sdn Bhd
Executive Creative Director
Chin Weng Keong
Cheah Pih Nyuk
Yeong Kit Meng
Running Snail Studio Arts & Event Studio