In 2019, Lexus faced its most competitive marketing challenge yet with new car sales 10% lower compared to the previous year. Our objective was to create a brand experience which maximised earned media and create a legitimate link between the Lexus UX model to the lifestyle choices made by their readers.
Using three brand pillars (Brave Design, Exhilarating Performance with Hybrid Technology, Takumi Craftmanship) we curated bespoke experiences for 20 lifestyle media and influencers. The experiences ranged fron a design masterclass with Australian fashion designer Akira Isogawa, who embodies brave design to a Takumi Craftsmanship experience with chef and Lexus ambassador Neil Perry.
7,852,000 social media reach
1,950,195 lifestyle editorial reach
72% uplift in post-launch Lexus UX sales (combined with traditional media)
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