Make Your Mark saw freuds, Atomized, Procure & Proud Robinson travel to Ibiza to celebrate the launch of Lexus’ new flagship model – the LC – and lay down a marker for Lexus as a luxury lifestyle brand, in partnership with global superstar, Mark Ronson.
70 leading luxury & lifestyle media from across 21 global markets landed in Ibiza for a two-day immersive driving experience to encounter the LC in a totally unique and engaging way.
Each journalist experienced a bespoke immersive drive full of an abundance of surprises, including being thrown into a traditional Spanish wedding congregation, being stopped by a Stomp-esque ensemble of road workers and climaxing with an epic beach dance scene… all whilst being filmed for their own personalised content.
Fresh from their immersive drive, media were transferred to a breath-taking villa where they had the opportunity to score their own track to their bespoke LC drive video with the innovative Novation Launchpad app, using music created by Mark Ronson himself. Unsuspecting journalists were then given quite the surprise when Mark appeared halfway through their session, ahead of a series of 1-to-1s and roundtables.