This is the new Lexus

Lexus Heartbeat
70
INCREASE IN NEW-TO-BRAND PURCHASERS
11
COMBINED PR/CIRCULATION REACH
140
EXCEEDED SALES TARGETS

BACKGROUND

Our ‘This is the new Lexus’ campaign has reframed the unique range of new vehicles from Lexus, celebrating their elegance, luxury and technological sophistication.

THE BIG IDEA

What better way to encourage drivers to consider one, than an outdoor campaign that literally spoke to them.

Smart digital billboards were developed in conjunction with APN outdoor across high-traffic, iconic large format sites in 5 capital cities. Each billboard had a camera that recognised and captured the data – competitor marques, models, colours and time of day to were all pre-populated and triggered a playful tailored real time messages like ‘Hey white Audi Q5 driver, it’s time to crossover. This is the new Lexus.’ They even acknowledged Lexus drivers ‘Nice choice. This is the new Lexus’.

By talking to drivers personally, we didn’t just drive sales and test-drives, we created a story that saw the campaign picked up by media worldwide.

We didn’t just say Lexus was new, we behaved differently.

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