2016 found Lexus focusing on the promotion of their new concept car, the LC500, which was slated for release in the spring of 2017. Team One Advertising, Lexus’ AOR, came up with a great idea to give automotive aficionados the chance to hear the vehicle before they see it, and challenged them to figure out what brand it was by simply listening to the growl of the 471HP engine.
Always up for a challenge, ASV had 2 weeks to totally sound-proof a custom built trailer, build and install an interior room to hold a 9.1 Dolby Surround Sound system, powered by Lexus partner Mark Levinson, and acoustically tune the interior. We added a tech closet to the back end where we housed all the amps, processors, computers and lighting, and a roof mounted AC unit kept the room and gear cool.
Up to 4 people at a time can sit comfortably inside as the lights dim and the audio experience begins. In full 360 the users hear themselves get into the car, start the engine and race through all 10 speeds of the powerful V8, then stop, get out, and hear the engine from the outside as it does doughnuts around you, leaving attendees exhilarated and breathless.
Launching at SEMA in Las Vegas, then hitting the LA and Chicago Auto Shows, thousands of people have experienced the Lexus Immersive Sonic Challenge and it’s just getting started! A huge hit with vehicle aficionados, the thrill of hearing this engine in Dolby 9.1 surround sound creates long lines and smiling faces everywhere it goes.
