Cannes Lions

NEW LEXUS GS

SAATCHI & SAATCHI, Sydney / LEXUS / 2005

Film
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Overview

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Credits

Overview

Description

The 'It's Alive' campaign was designed to shake off the Lexus brand's 'nice but bland' image and appeal to a younger, more dynamic target market.

The new Lexus GS was well worthy of this challenge, heralding the first newly-styled Lexus model that is as exciting on the outside as it is perfectly engineered on the inside. Its combination of intuitive technology, responsive handling, sporty performance and dynamic styling led directly to the core thought, 'It's Alive'. In the campaign, attributes of the car were communicated through implied comparisons to a powerful, living, breathing entity.

Execution

1) Pre-Launch: Build Lexus' conquest list and order bank via press (direct response), DM and interactive communications. A three-phase strategy was employed; prospecting, build and conversion, maximising Lexus' brand technology image.2) Launch and Sustaining: To drive awareness, impactful TV (60", 45", 30") and highly visible outdoor are the image-leading creative. Depth of message was then built over time via varied and sustained mediums; print (three executions), interactive (launch website/banner ads), DM (personalised preview invitations) and brochure. Finally, 'Alive' art exhibits brought the idea to life at ambient/motorshow level and the entire campaign was delivered to a select group on a USB.

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