Toyota goes digital for two car launch

Toyota has fired up a new digital push to whet appetites about two new high-end Lexus models in China a month before the cars are launched.

Lexus' IS sportscar and ES sedan are scheduled to launch in China in the second half of July. Saatchi & Saatchi's Beijing office is handling marketing, which will include above-the-line at launch.

The interactive element of the campaign, in which Saatchis was assisted by digital specialist The Hyper Factory, contains a substantial mobile element unusual for auto advertising in China, with mobile-friendly content available for download on the two sites.