Toyota Lexus – IS Range Campaign

- Kedar Risbud MBA3, 1328

Introduction• Lexus is the luxury vehicle division of Japanese

automaker Toyota Motor Corporation• The Lexus marque is marketed in over 70

countries and territories worldwide• Since its inception in 1989, Lexus has expanded

its line-up to meet the needs of global luxury customers

Situational Analysis• Toyota Lexus was adding two new models to

its IS range

LEXUS IS 250C LEXUS IS PERFORMANCE SEDAN

Situational AnalysisThe two versions were :

A convertibleA performance

sedanAnd

ObjectiveTo introduce the two new models

LEXUS ISF SEDAN

LEXUS IS 250C

ObjectiveTo create halo interest in a third model

Standard IS sedan

TargetsRaise brand awarenessDeliver test drive leads to the Lexus IS range Increase traffic to Lexus.co.za from 10,500 to

16,000 per monthRich media engagement time of 25 seconds1408 test drive requests

Strategy and ExecutionDigital campaign Focused on creating

beautiful visuals and hard hitting facts in a captivating way on the campaign website

Strategy and ExecutionRich media banners Flash banners featured

striking visuals and hard-hitting facts

Used the prism effect to illustrate the two new sides of the Lexus IS range

Every rich media banner expanded to a Nano-site driving traffic to the campaign site

Strategy and ExecutionOnline Video Various videos of all IS range

models were available on all the digital channels

Making of the commercials was also available online

Increased online views resulted in video being showcased in mainstream media

Strategy and ExecutionE-mailers• Sent to existing Lexus database

subscribers as well as various niche databases

• Recipients could book a test drive or visit the website for more information

Strategy and ExecutionSocial Media• Embedded a trimmed-down version of the website inside

the Lexus Facebook page• Fans got a taste of the campaign on Facebook

ResultsTraffic to Lexus.co.za doubled for the

duration of the campaignRich media average engagement of 78

seconds1420 leads generated

Learning and Conclusion• Creating a captivating visual effect through digital

media can tempt users to experience the product in real life

• E-mailers targeted at the relevant markets facilitate increased website traffic and sales leads

• A viral online video automatically translates into it being showcased in mainstream media channels

Thank You!