Two automotive brands, Lexus and BMW, mixed extreme customization and biometric tech on April Fools day. Lexus “launched” a so called Genetic Select car tailoring service and BMW the “DNA configurator”. Both “fakes” were announced with the corresponding ads and press releases.
The best of these “fakes”, the buzz that both brands have reached, even beyond April Fools day.
Lexus Genetic Select
Here below the press information and the ad on the Genetic Select service.
Finding the perfect vehicle that meets your every need was once only a fantasy, but now it’s becoming reality. Through a partnership with 23andMe, Inc., a company devoted to personal genetics, Lexus offers at its dealerships since 1st April the ultimate answer to vehicle customization.
Genetic Select is a revolutionary new car buying experience that takes the only thing that matters into consideration when selecting a vehicle: the driver.
Genetic Select’s patented DNA sequencing model-to-model technology will pair drivers to a Lexus vehicle that’s tailored to their every characteristic. The landmark innovation can accurately predict—based on the driver’s DNA—which vehicle is the right choice. For example, if the customer does not have a genetic variant for bald spots, the car will come equipped with a sun roof. Or those genetically prone to more freckles will receive custom window tinting.
Genetic Select will enable Lexus to deliver the perfect color, trim, horsepower allotment, seating configuration, and radio presets, within a 99.99967 percent degree of accuracy.
The Genetic Select appointment takes about 10 minutes and doesn’t involve a single signature or question. Lexus’ service staff will collect a saliva sample and send it off to 23andMe for sequence testing. Within 48 hours, the perfect vehicle will arrive at the customer’s doorstep. The driver won’t even need a key to operate it—the revolutionary new saliva-powered start-system operates via a DNA ignition sensor on the steering wheel. Just lick and drive.
The advertising agency Team One Los Angeles signs the TV spot that communicates and explains how the Genetic Select customization service works.
BMW DNA configurator
Not so tricky, but with a little big message inside here it is the BMW DNA configurator page launched by the German utomotive brand to promote its new customization service on Fools day.
The brand assures that with a single drop of the customer’s saliva BMW ingeneers are able to create further more than the car that perfectly matches the client but never better said “your car you”.
BMW teamed up with FCB Inferno to conceive the campaign that run through print, social media, and the BMW website.
Image over the headline.- Lexus Genetic Select. Lexus
Related external links:
The Lexus Genetic Select April Fools day commercial (the press release)
Lexus Genetic Select dedicated website
BMW DNA configurator
