LEXUS
Advertising Campaign Book
Problem: Lexus was “The Pursuit of Perfection.” That is how it was established and that is the phrase that comes to mind among their current market base, adults 35 to 54 years old. Unfortunately, the average Lexus buyer is aging and so is the brand. Lexus aimed to develop a 12-month advertising campaign to market the new Lexus IS and CT in the markets of Southern California regions, focusing on Los Angeles, Orange, Riverside and San Diego.
Solution: VizVoice created an advertising campaign targeting a new target market, adults ages 25 to 34. Following the insight that a car is partly an emotional purchase we aimed to establish an emotional connection through a three-phase strategy. “This Is You” campaign presents the ideal day for the Lexus driver; successful career, outdoor activity and the ultimate nightlife experience. Our promise? The person you have always wanted to be drives a Lexus. The creative execution uses first-person perspective from the driver’s seat, creating juxtaposition with the interior of the car. The campaign book was designed with a combination of black, light blue and silver to evoke sporty elegance, suitable to the brand.
