Mirriad campaigns increase Lexus brand awareness
26 May 2022
Mirriad Advertising plc
("Mirriad" or the "Company")
Mirriad campaigns drive 14 percent uptick in Lexus brand awareness
Music industry placements help luxury carmaker reach new audiences
Mirriad, the leading in-content advertising company, today announced strong results from in-content music video campaigns delivered for Lexus.
The partnership takes Lexus' advertising capabilities to the next level, unlocking scalable access into the music industry in a way traditional product placement cannot deliver in the face of logistical issues and inventory shortages. Given the flexibility of Mirriad's creative formats, ads are not limited to physical placements during filming.
Now, signage, video and virtual products, including complex 3D elements like Lexus vehicles, can be placed post-production with Mirriad's technology.
Recently the Company worked with Sony Music Latin to insert Lexus signage into new music video content, driving a 14 percent increase in brand awareness, as compared to an audience unexposed to the same ads, and an eight percent increase in brand purchase consideration, according to Kantar.
Mirriad and Lexus have also collaborated on a range of special music content to increase awareness of the brand amongst key audiences.
Notably, they partnered on the 2nd Annual B.I.G. Dinner Gala, which marked Biggie's 50th birthday celebration on 20 May. The black-tie gala and concert brought together some of the biggest names in hip hop to honour the beloved rapper with a pre-filmed celebrity procession of Lexus LX SUVs across Manhattan and Brooklyn. Mirriad's technology identified key moments along the route where the brand would have a minimum of five seconds of audience exposure and placed virtual billboards featuring Lexus branding during the airing.
"At Lexus, we're committed to reaching consumers through content that is meaningful and authentic to ensure that we're meeting our audiences where they are, in a non-disruptive way," said Mia Phillips, Senior Manager of Advertising and Media at Lexus. "With Mirriad's AI technology, we're able to create those experiences while simultaneously expanding our brand reach. We've seen proven results across all of the in-content campaigns we've executed with Mirriad over the last six months and are confident in the continued success."
Maria Teresa Hernandez, VP of Sales and Brand Partnerships at Mirriad said : "We are proud to work with Lexus as their team continues to allocate larger portions of their advertising budgets to empower young, diverse creators.
"In Lexus, we've found a partner who understands how to reach their audiences in a relevant way while also amplifying minority voices."
END
Enquiries:
For further information please visit www.mirriad.com or contact:
Mirriad Advertising plc
Stephan Beringer, Chief Executive Officer
David Dorans, Chief Financial Officer
Tel: +44 (0)207 884 2530
Financial Adviser, Nominated Adviser and Broker :
Panmure Gordon
Alina Vaskina / James Sinclair-Ford (Corporate Advisory)
Erik Anderson (Corporate Broking)
Tel: +44 (0)20 7886 2500
Financial Communications:
Charlotte Street Partners
Tom Gillingham Tel: +44 (0) 7741 659021
Andrew Wilson Tel: +44 (0) 7810 636995
About Mirriad
Mirriad's award-winning solution unleashes new revenue for content producers and distributors by creating new advertising inventory in content. Our patented, AI and computer vision technology dynamically inserts products and innovative signage formats after content is produced. Mirriad's market-first solution seamlessly integrates with existing subscription and advertising models, and dramatically improves the viewer experience by limiting commercial interruptions.
Mirriad currently operates in the US, Europe and China.
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