We anchored the program with a first-to-market interactive video on Inverse, which takes viewers through a series of personality questions. After clicking through to answer, the host, tech journalist Cleo Abram, reveals the electrified Lexus best for the viewer. We complemented the campaign with a zodiac-inspired personality quiz on Bustle, a design-led feature on W, interactive social assets, and an educational article on Inverse. All elements clearly delineated the unique properties of and ideal drivers for the Lexus RX Hybrid, NX Plug-in Hybrid, and RZ All-Electric.