Featuring the 2018 Lexus LS to Asian Markets
CLIENT OBJECTIVE
Build awareness and generate excitement for the newly designed LS models within the Chinese, Korean, and Asian Indian segments.
SITUATION
In recent years, the previous-generation LS, while very luxurious and capable, struggled in the prestige luxury category as its competitors offered new, more attractive vehicles. We introduced and built awareness and desirability of the new LS among Chinese consumers using platforms and tactics that brought to life the new Lexus brand tagline of “Experience Amazing.”
SOLUTION
A comprehensive integrated media plan aimed to raise awareness of the new LS model across multiple Asian segments, while still reaching affluent older individuals.
Television – Heavy rotation on TV across top in-language stations to guarantee quick and impactful awareness. Focus on News, Variety Shows, Dramas, and Sports delivered messaging across satellite, cable, and broadcast consumers who still subscribe to TV providers.
Streaming/CTV – Placements across top Chinese and Korean video streaming services, iTalkBB and OnDemandKorea, allowed reach of cord-cutting individuals who consume in-language programming.
Digital – Leveraged network and direct publishers to reach in-language audience through Display, Video and Mobile inventory.
Social (WeChat) – Became the first U.S. advertiser on the WeChat platform, utilizing the mobile application and social network’s extensive reach within the Chinese-American community to promote the LS Launch
Audio – Further engaged with the Asian-Indian audience through a custom playlist with top Indian music streaming service, Saavn.
Experiential – Created a custom Lunar New Year event surrounding the new vehicle launch, with top Asian celebrities and influencers.
Brand Study – With trusted partner Amobee, we conducted a Nielsen brand study to measure lift in brand awareness among the Chinese-American audience.
RESULTS
Overall our digital campaign exceeded benchmarks, with a CTR of 0.21% and VCR of 77%. Nielsen reported brand awareness rose by 40% after the campaign. On WeChat, our ad generated an engagement rate of 31%, exceeding the benchmark of 1%.
61.5% MORE than the auto click-through rate benchmark.