Target audience Within our 'new economic order' (NEO) Lexus brand target audience exists our Lexus performance hybrid target — 'Super NEOs'. They have a very high propensity to spend and see brands as part of their identity and lifestyle. They are open-minded, independent thinkers, with a progressive approach to technology.
Agencies Saatchi & Saatchi (lead strategic and creative agency); The Media Store (media planning and buying)
THE MARKETPLACE
The process of genchi gembutsu (Japanese for returning to the source of the issue to fully comprehend the challenge) exposed misconceptions of hybrid technology. Our targets needed to unlearn hybrid misconceptions and relearn LPH technology. This mindset, combined with a competitive category brimming with technology credentials (BMW 5-Series, Mercedes-Benz E-Class and Audi A6) presented a significant challenge, but also exposed a major Lexus strength. The revolutionary leap LPH technology delivered went beyond the competitive set, impacting the entire industry.
THE CAMPAIGN
A 'saver' was distributed to dealerships and motor shows. e-DM and press followed to heighten awareness LPH technology. Interested prospects were captured by a registration page on lexus.com.au, providing a focused database for conversion at launch.
All launch media focused on driving targets to lexusrelearn.com.au. Creative included filmic drivers showing apples defying gravity by falling upwards, and ice igniting into flame. Online advertising, press drivers, fold-out print and outdoor also drove prospects to the website.
At the third stage, print and online executions focused on key benefits of the advanced technology.
THE RESULTS
In the first month, 54 new Lexus GS450h models sold — 270 per cent of target — and sales have continued to exceed target. In addition, lexusrelearn.com.au received 25,432 unique visits in the first month. More than 100 brochures and 14 personal previews were also requested through lexusrelearn.com.au, delivering additional quality prospects. Dealership enquiries further demonstrated the campaigns success and continued interest from the targeted Super NEO audience.
