Lexus puts $10m to Taiwan launch

TAIPEI: Toyota unveiled the Lexus IS300 early this month, pouring NT$10 million (US$289,000) into an advertising blitz for what is usually an inauspicious time for any activity, according to the dictates of Chinese custom. The TV, cable and print campaign is led by a 30-second TVC showing successful, young singles at a trendy restaurant. Interlaced with the dining scenes are cuts of the Lexus on city streets and supers listing its advanced features. As the action unfolds, it becomes apparent that two good-looking women are anxiously awaiting the arrival of the driver at the restaurant. The campaign theme - "Totally Unexpected" - serves as the final voice-over. According to Saatchi & Saatchi Taiwan, which adapted its US partner agency Team One's creative for Taiwan, the IS300's debut was "unexpected" in more ways than one. This year's model, the IS200, sold out despite the slowing economy, prompting Toyota to roll out next year's model earlier than originally scheduled because strict quotas prevented it from re-ordering additional IS200 cars. The earlier launch of the IS300 provided another unexpected turn of events as the roll out took place in the middle of the inauspicious 'ghost month', when the gates of hell are believed to be open, according to the Chinese calendar. Said Allen Lin, Saatchi's account director: "I can only recall one other car launched at this inauspicious time. Although people aren't as superstitious as they used to be, car sales still tend to be flat." Typically, car dealers delay the launch of imported cars until October to avoid the ghost month (August through to September). The delay still gives car dealers several months lead time for the peak buying season, which takes place early in the new year, coinciding with the Chinese new year. Lin said Saatchis made minor changes in adapting the US commercial for the local market. "The US advertising is more emotional. Taiwan is a different market. It's all about brand value and how much you pay to get the logo," Lin said.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com