Lexus LaceUp Running Series
Los Angeles magazine, in partnership with Lexus’ agency Team One, came to Dragonfli aiming to connect the luxury auto brand with a young, active demographic in an authentic way. The timeframe was tight. Although Dragonfli was only presented with the challenge in the third quarter, the event needed to be up-and-literally “running” by the fourth. First, the event needed to match the style and quality synonymous with the Lexus brand. Secondly, the races needed to take place in four different locations across Southern California, which supported its dealers markets. And finally, each race needed the participation of 1,000-plus attendees. In only four months, Dragonfli was able to create an event from the ground up, including proper market positioning, brand design, permitting, event design, website, media plan, partner integration, team building, athlete relations, registration system and more.
With a recent surge in popularity, the sport of running was identified as a creative and effective avenue towards achieving Lexus’ demographic goals. Research revealed a running race series could connect the brand with its target market while simultaneously building awareness about Lexus’ product. With so many running events across the country and in the Southern California region, the event was positioned uniquely and set up for success. Dragonfli identified that few races in Southern California provided a complete race plus social experience. Although popular at larger, more established marathons, a quality race and social experience was lacking at regional and local events. Dragonfli believed a regional event that brought the community together, paired with a quality, competitive race format would do well in the region.
The Lexus LaceUp Running Series was created, a high-end race experience providing key elements such as real-time race results, a quality post-race brunch and beverages at no additional cost to runners, massages, premium finisher’s medals, training runs, live music and health and fitness expo.
Dragonfli was able to saturate the market with information about the newest luxury running series that “didn’t end at the finish.” Dragonfli delivered a campaign that brought the numbers to the races and built a positive youthful image of Lexus. Furthermore, MSI’s acute attention to matching details with the Lexus brand resulted in strong recognition of the client throughout the event experience