With experiential stands travelling around UK shopping centres and festivals, showcasing Lexus’ range, the brand marketing team were looking for a way to understand the effectiveness and visual impact of their activations.
Meshh sensors are used at each activation and placed discreetly on the stands by on-site staff, to measure visitor engagement and brand exposure.
Sensors are also placed in local dealerships to measure overlaps with activations.
INSIGHTS & ACTIONS
Meshh provides Lexus with a comprehensive breakdown of visitor behaviour – highlighting the level of engagement at each location, the number of people exposed to the Lexus brand, how long visitors engage with the stand and how many times they return.
Understanding which activations drive the most footfall to dealerships also supports attribution modelling.
This enables Lexus to measure ROI for each event – to understand how different activations perform and compare different locations against each other; helping Lexus to evaluate the impact their expenditure is making and identify ways to improve results.