Lexus puts $10m to Taiwan launch

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