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.
