Lexus gets mobile-friendly for China launch

<P>Toyota has fired up a new digital push to whet appetites for two high-end Lexus models in China a month before the cars are launched.</P> <P><br><br><BR>Lexus' IS sportscar and ES sedan are scheduled to launch in China in the second half of July, with marketing handled by Saatchi & Saatchi in Beijing.</P> <P><br><br><BR>The interactive element of the campaign, in which Saatchis was assisted by digital specialist The Hyper Factory, contains a substantial mobile element unusual for automobile advertising in China, with mobile-friendly content available for download on two microsites.</P> <P><br><br><BR>The content includes a video clip, as well as shorter vignettes, vanity shots of the cars that can be used as screensavers and engine sounds that can be used as ringtones. </P> <P><br><br><BR>The IS engine makes a "great growl", said Charles Sampson, managing director of Saatchis Beijing.</P> <P><br><br><BR>Banner ads placed on the major portals and specialist automotive websites in China promote the microsites, which also serve as pre-qualification and registration engines. Media has been handled by ZenithOptimedia.</P> <P><br><br><BR>Potential car buyers in China are going online in increasingly large numbers to research their purchases, Sampson noted, making the web an ideal platform to start the campaign. Above-the-line channels will be added at the time of the launch.</P> <P><br><br><BR>Toyota has used mobile marketing to promote Lexus elsewhere in the world but this is the first time Lexus has used mobile as a marketing medium in China.<BR></P>