Our research indicated the Irish market perceives Lexus as a marked departure from it’s European rivals. The Lexus brand continues a reformist approach to exterior design and trend setting hybrid powertrain technology, the product is quite different to European rivals, who tend to continue a conservative approach to exterior design and engine technology. Stemming from this research, a bespoke campaign was created. The objective was to introduce the brand to an unaccustomed audience.
We adhered to Lexus Int.’s marketing practice, emphasising exclusivity as opposed to pushing quantity of sales. We reinstated the luxurious brand lifestyle in creating an association with exclusive destinations throughout the region. We have incorporated minimal copy and clean aesthetics into the online campaign, all in accordance with brand standards. We have designed cohesive assets for the major social media platforms and provided impactful captions, tags and hashtags for optimal exposure.