Lexus

Increasing market growth through exceptional experiences

Challenge

As a brand of luxury and sleek design, it was imperative for Lexus to broadcast this message while attracting their target audience to their new Hybrid car. The brief was to encapsulate their worldwide reputation for high performance luxury vehicles and exemplary customer service and turn it into inspirational video content that would captivate the next generation of luxury consumers.

Solution

Using four key themes of Design, Technology, Craftmanship and Experience, this brand campaign was focused on highlighting the core values of Lexus, by telling the stories of brands embodying the same ideals. Segmentation was a key aspect of this campaign, as the Lexus brand is luxury focused.

Results

Targeting business decision makers and luxury travellers, this campaign was focused on generating online traffic in South East Asia, in time for the Lexus coupé launch.

58k Ad feature page views

96% Priority market traffic

90% Traffic via social channels

Campaign Deliverables

Insights

The Audience and Insights team were an integral part of this campaign as Lexus was keen to hit a specific demographic in South East Asia. Using CNNIC’s proprietary AIM tool to create bespoke audience segments, the team were able to target this audience with great success – 96% of traffic came from the pre-selected priority markets.

Content

Exceptional Experiences was the concept behind this campaign. Profiling four empowering stories of individuals and businesses who embody the values Lexus wanted to be known for. Incorporating keywords and trends from social listening, each story included high res visuals and snackable content.

Watch Seeking Extraordinary Experiences

Watch The Art of Tailoring Finesse

Watch Changing the Face of Luxury Security

Watch Purposeful Design

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Strategy

The content created for this campaign was strategically delivered across CNN online, social media and other premium platforms. A/B testing was used for all promotional headlines, testing across in-feed native placements, both on CNN sites and social. The real time optimisation of promotional ad placements coupled with Omniture data audience groups viewing and engaging with ads, ensured a high conversion rate.

Targeting

In order to reach the core audience, CNNIC’s proprietary AIM tool was implemented to target C-suites, Business Decision Makers and Commercial Decision Makers, as well as Luxury and First Class travellers.