1. Toyota Lexus – IS Range Campaign

2. Introduction
• Lexus is the luxury vehicle division of Japanese
automaker Toyota Motor Corporation
• The Lexus marque is marketed in over 70
countries and territories worldwide
• Since its inception in 1989, Lexus has expanded
its line-up to meet the needs of global luxury
customers

3. Situational Analysis
• Toyota Lexus was adding two new models to
its IS range
LEXUS IS 250C LEXUS IS PERFORMANCE SEDAN

4. Situational Analysis
The two versions were :
A convertible
A performance
sedanAnd

5. Objective
To introduce the two new models
LEXUS IS 250C

6. Objective
To create halo interest in a third model

7. Targets
Raise brand awareness
Deliver test drive leads to the Lexus IS range
 Increase traffic to Lexus.co.za from 10,500 to
16,000 per month
Rich media engagement time of 25 seconds
1408 test drive requests

8. Strategy and Execution
Digital campaign
 Focused on creating
beautiful visuals and
hard hitting facts in a
captivating way on the
campaign website

9. Strategy and Execution
Rich media banners
 Flash banners featured
striking visuals and hard-
hitting facts
 Used the prism effect to
illustrate the two new sides
of the Lexus IS range
 Every rich media banner
expanded to a Nano-site
driving traffic to the
campaign site

10. Strategy and Execution
Online Video
 Various videos of all IS range
models were available on all
the digital channels
 Making of the commercials
was also available online
 Increased online views
resulted in video being
showcased in mainstream
media

11. Strategy and Execution
E-mailers
• Sent to existing Lexus database
subscribers as well as various niche
databases
• Recipients could book a test drive or visit
the website for more information

12. Strategy and Execution
Social Media
• Embedded a trimmed-down version of the website
inside the Lexus Facebook page
• Fans got a taste of the campaign on Facebook

13. Results
Traffic to Lexus.co.za doubled for the
duration of the campaign
Rich media average engagement of 78
seconds
1420 leads generated

14. Learning and Conclusion
• Creating a captivating visual effect through digital
media can tempt users to experience the product in
real life
• E-mailers targeted at the relevant markets facilitate
increased website traffic and sales leads
• A viral online video automatically translates into it
being showcased in mainstream media channels

15. Thank You!