March 12, 2015


Oculus Rift lets consumers virtually explore and test-drive the new Lexus NX. The experiences have been developed by global digital marketing, commerce and technology agency Amaze

The Challenge

Lexus Europe has unveiled a daring new driving experience, as a centrepiece to the new Lexus NX launch campaign, ‘Striking Angles’, using the revolutionary Oculus Rift (OR) virtual reality technology. The experiences have been developed by global digital marketing, commerce and technology agency Amaze, Lexus’ long-standing strategic digital partner.

The Strategy

Using the very latest DK2 OR headsets, consumers are able to virtually experience the car via an immersive and interactive car configurator, allowing users to create their own NX by selecting from a range of features.

Consumers also have the opportunity to enter into a virtual driving experience, to test-drive the car through a multi-dimensional urban landscape and to experience the NX in a truly unique and personal way. It makes up a key part of the Lexus’ launch campaign, Striking Angles, which announced its partnership with recently.

Working closely with OR, the technology took six months to build and as a digital first for consumers and for the OR system, the NX driving experience pushes the boundaries of the technology and presents an innovative approach to car buying.

“The ground-breaking new technology, which provides consumers with an immersive virtual experience, very much mirrors the tone and stylisations of the Lexus Striking Angles campaign. It is an integral part of the launch – offering consumers a unique and personal way to experience the NX – building anticipation and creating a buzz. “We are really excited to break new ground and keep our brand at the forefront of innovation in the digital space.” Alain Uyttenhoven, Head of Lexus Europe, Lexus

View the Lexus NX website here.


Sample quotes from user-testing respondents:

‘‘I want to drive the car!’’ Customer, Madrid Spain

‘‘The experience was so popular, there was always a crowd of people…’’ Matt, Amaze Events Team, Vilnius Latvia

“Wow!” Customer, Riga Latvia

“Amazing!” Customer, Riga Latvia

‘‘C’est magnifique!’’ Customer, Antwerp Belgium

‘‘When I was younger I used to dream I could fly – and now that dream has come true thank you!’’ Customer, Antwerp Belgium

“You think you might look silly to people outside, but they don’t realise how real it is inside – it’s real!” Customer, Seattle USA

“I’ve never ever seen anything like it before!” Journalist, Rotterdam Netherlands

‘’Wow, it really is like I’m in the car’’ Lexus Representative, Dresden Germany