This is the
new Lexus.
A campaign to reintroduce Lexus to Australia
People saw Lexus as a bit stuffy. Old luxury for old money. We needed to attract a new breed of Lexus driver and re-introduce the brand to Australia.
'This is the New Lexus' was a line in the sand that spoke to a progressive new attitude for the brand and new range of more unconventional-looking cars.
We kicked things off with an innovative outdoor campaign that captured the imagination of national media.
CLIENT Lexus Australia.
ROLE Senior Creative.
RESULTS
Sales targets exceeded 140%.
24% of buyers were new to the brand.
$11 million in earned media.
The World’s Smartest Billboards.
In outdoor we needed a way to cut through the traffic and reach drivers of the old luxury marques. We created the world’s smartest billboards that spoke directly to drivers of competitor vehicles with one of thousands of bespoke messages in real-time. The billboards generated $11 million in earned media.
A film to leave the old Lexus behind.
A film that left the world of old luxury and classical string music in the rearview mirror. The spot received a few angry letters from classical music world, but Lexus weren’t complaining as it resulted in the highest months sales in brands history.
A bold new look
We created a bold new brand look across Press, Outdoor & Digital.
