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Lexus unveils largest multichannel campaign in brand history

March 3, 2011

With the arrival of its new hybrid compact in showrooms later this month, Lexus is embarking on one of the largest marketing campaigns in the brand’s history.

To launch the CT 200h, Lexus is advertising via four television commercials. It has also formed unique partnerships with YouTube and Microsoft and is running sponsorships across digital, print and broadcast partners via the iPad.

“We wanted to showcase this dynamic, fuel-conscious car in a way that is unexpected,” said Nancy Hubbell, prestige communications manager at Lexus, Torrance, CA. “We’ve followed the unconfined strategy for everything from how the campaign was developed to the types of media executions we are implementing.

“The campaign relies heavily on media executions that are designed to reach a new consumer, while engaging Lexus loyalists,” she said. “We’ve aligned ourselves with media partners that are relevant to our customers and speak to their passion points.”

Lexus said the CT is unlike any other vehicle the automaker has ever launched, so the marketing campaign’s media extensions were designed to follow suit.

The broadcast commercials began airing on March 1 via prime time, late night, cable and sports.

Additionally, the commercials will run during NCAA basketball, NHL hockey and the NFL draft pre-show. The spots can be viewed on http://www.YouTube.com/lexusvehicles.com.

TV ads
The broadcast campaign centers on the four TV commercials that promote the aggressive styling and dynamic handling of the CT 200h.

Three of the commercials make use of computer-generated images with only the interior shots being live action.

The first spot, titled “Escape,” features a Red CT racing through the streets of a black-and-white, colorless world.

“Escape” commercial

The commercial culminates as the CT approaches a brick wall on a dead-end street and the driver decides to smash through it, entering a colorful world.

The second commercial, “Challenge,” takes place in a surreal urban environment.

“Challenge” commercial

The roads and buildings shift perspective as the CT maneuvers through the scene.

Spot No. 3,“Forge,” features a group of CTs traveling through a wall of skyscrapers, forging its own road.

Obstacles vanish and the roads open and actor and best-selling author Hill Harper appears in the spot and provides the voiceover: “Just what you need to forge your own path.”

“Details,” the final spot, showcases a red CT in a vibrant nightly cityscape. The spot was developed in both Spanish and English and will run in select areas.

Multichannel initiative
Lexus has partnered with both YouTube and Microsoft to further its multi-faceted marketing campaign.

The automaker has teamed up with YouTube to sponsor “Girl walks into a bar,” the world’s first feature-film developed exclusively for online distribution.

Lexus has also joined forces with Microsoft to develop a custom entertainment series titled “Fresh Perspective.”

The series features six artists, each commissioned to create three original pieces within 24 hours. The inspirations for the piece are: Enrich, Escape and Empower.

Lexus is taking advantage of the iPad’s immense capabilities by partnering with ABC’s full-episode player application and ESPN The Magazine.

The automaker has also secured syndication rights with Vogue, MSN and USA Network.

Lexus will run print ads throughout publications such as Rolling Stone and Monocle.

Some ads will provide readers the opportunity to download exclusive music.

In addition to homepage-takeovers on ESPN and Pandora, Lexus will also use its social media pages to promote the CT.

“We see the buyers of the CT as very tech-savvy so we sought initiatives that engaged those consumers, such as developing iPad applications with partners and publications,” Ms. Hubbell said. “Our goal was to provide information in platforms to reach an affluent audience who is at the forefront of technology and would appreciate the bold new CT 200h.”

Elizabeth Zelesny is editorial assistant at Luxury Daily. Reach her at elizabeth@napean.com