thirty second TV's aired on national, regional and satellite channels brought accurate reach. Research suggested staggered placement on national TV: NTV was used on weekends and 1st Channel during weekdays. High affinity programs in late prime-time were selected. Fashion TV luxury program environment and target audience reach outside home: in elite bars and restaurants. Spreads, full-page layouts and special PR insertions were used in print. Motor car, male and business editions were primary carriers, supported via general interest, in-flight, interior design and female titles to provide maximum target reach in the press.

Campaign results show Lexus RX300 led in sales dynamics on Russian market in 2003. Sales quadrupled - Toyota Motor Russia reports that official dealers sold 912 RX300 cars in 2003 (compared to 224 in 2002) a 307% rise.