homeabout usofferingsour workarticlescareerscontact deutsch CHANNELS website microsite dealer promotion email campaign banner advertising motorshow terminals CALL TO ACTION schedule test drive contact dealer order brochure go to motorshow This particular project showcases how we approach integrated campaigns. The RX was the most unique product in the Lexus lineup: the 2nd best-selling model; and established the luxury SUV category. BRAND STRATEGY Lexus was about to launch a redesigned RX, and was going to introduce a hybrid technology engine in about a year to broaden the appeal of the RX product range. It was also important to clarify that the RX was all about being a "luxury SUV". At the same time, we needed to educate consumers on hybrid technology and position it as a component that gave "responsible performance". We would eventually translate this positioning to mean "responsible luxury" -- once it was integrated into the RX. With those goals in place, we could greatly increase the potential customer pool and, at the same time, include a broader segment. INTEGRATED CAMPAIGN The RX redesign was launched with a campaign concept that asked "What is true luxury?" while providing answers both emotional (lifestyle) and rational (features and technology). We developed a campaign around the hybrid technology explaining the basics of how it works, and positioning it as very innovative. This pre-product launch technology campaign was used to build a relationship with customers that would help us get the early adopters excited about the upcoming RX hybrid. To maintain consistency across all channels, we developed a hybrid terminology guide. This was shared with all agencies and used to guide content development and copywriting. GLOBALISATION The automotive world revolves around the timing of motorshows and we needed to bring these two campaigns together for the show in Frankfurt. Most critical were the elements at the tradeshow, online, at the dealerships in Germany, and through direct mail in Germany. Secondarily, we wanted to get the material out to the other European countries. To make localization easier for participating countries we built the broad range of communications around XML technology. Each country was informed of the overall timeline and kept up-to-date on the progress and expectations for their participation. A series of internal newsletters, a shared extranet, and personal contact with the country leads made the whole process fluid. The results are that Lexus has been positioned as a technical innovator across Europe for their environmentally friendly luxury SUV. To push sales, we built relationships with early adopters before the product launch in order to overcome the learning curve needed to understand hybrid technology.

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