The agency's China office was handed the new Lexus R350 SUV-model brief, due to launch in the first part of next year, with Zenith Optimedia appointed to media. The agency triumphed in a four-way pitch against Dentsu and Hakuhodo, with the fourth agency believed to be a local shop.
While the agency declined to comment on the win, it is understood work is already underway on the campaign, which will accompany the launch of the new vehicle next year. Dentsu was the incumbent agency on the older, R300 model.
Meanwhile, Saatchis Taiwan has launched an intergrated campaign for the Lexus IS, an upscale marque to compete with Mercedes Benz and BMW. Spearheaded by a TVC, the campaign also involves print, consumer events, internet and press familiarisation. Consumers were given the chance to win a car prior to the actual launch, with the accompanying collateral aimed at creating buzz leading up to the launch.
"When we were planning the whole launch, we wanted to strengthen the brand image," said Allen Lin, client services director, Saatchis Taiwan.
Saatchis scoops Lexus China after four-way review
Saatchi & Saatchi is stepping up its work for Lexus in Greater China, winning a four-way pitch for a new model in China, and rolling out a new campaign in Taiwan.