With the first units slated to hit showroom floors this month, Lexus has turned to Saatchi & Saatchi Beijing to develop a through-the-line campaign, which communicates the message that being concerned for the environment does not mean consumers have to sacrifice luxury, style, comfort and performance.
The 600H, which is essentially an environmentally-friendly version of the earlier 460, is pitched at high-end consumers who are positioned to do something about the environment.
According to Saatchis Beijing CEO Charles Sampson the communications strategy takes a wider branding approach for Lexus, while at the same time leverage the 600H’s unique selling point, the hybrid technology.
“This campaign is focusing on this new technology — we’re positioning it as a new form of energy,” he said.
The 45-second TV commercial opens with classic images of speed tests on salt plains in the US, interspersed with a voiceover proclaiming that ‘Power doesn’t have to be violent’, and ‘Our environment doesn’t have to be damaged’.
Using the latest special effects techniques, the 600H then emerges from a blue streak of energy.
Encompassing print and online, the campaign will run until the end of the year.
Despite being virtually the only player in the hybrid technology category, the Lexus 600H competes in the mainland with Mercedes-Benz, Audi and BMW.
The latest push follows a Saatchis-developed drive for the Toyota Prius, which also seeks to build the marque’s environmental credentials.
Focusing on print and online, the campaign encourages consumers to register online where they can measure their carbon footprint.
The portal also offers a range of tips on how people can lower their footprint to essentially attain a carbon-neutral status.
Once a certain number of people have registered, Toyota has committed to improving China’s environmental situation through a number of initiatives.