In this highly competitive sector we needed to increase Lexus brand awareness focusing directly on the upper liberal segment. The Lexus brand needed to be positioned as a contemporary luxury car.

The target audience were not familiar with the Lexus brand and we needed to familiarise them with the core benefits of refinement and luxury, and to emotionalise the marque.And finally, to encourage trial and a test drive.

One of Lexus' key objectives was to increase model familiarity. The media team recommended a seasonal theme of summer and winter to promote the full Lexus model range in 2002.

We linked the models to seasons i.e. summer cruising showcasing the SC430 sports coupe and LS430 limousine and the RX300 4WD and the SC430 sports coupe with the roof on for the winter showcase.The appropriate creative was developed for each season to run across Europe.

All elements of the integrated Europe wide campaign (except the creation of the advertisements) were driven by the media team.

Our insights into the target audience of affluent 'upper liberals' aged 35-55 allowed us to understand their leisure and travel interests.We undertook research to pinpoint their hobbies and even studied where they holiday and the hotels they use regularly. The most popular destinations we found were the French and Italian Riviera for the summer and the Swiss Alps for winter.

Unique partnerships were developed with key European print, online media and directly with deluxe 6 star hotels, restaurants, ski resort and airports. All communication was co-ordinated to focus and involve the 'upper liberals' with the Lexus brand.The high number of leads generated and sales conversions over delivered on expectations.