26 July 2004
THE LATEST DESIGN MOVEMENT FROM LEXUS
Lexus Australia has released its latest marketing campaign to capture the hearts of Australia’s style-conscious drivers. The campaign - for Lexus’ ‘IS’ Line - comes as the brand moves to solidify its number three position in the luxury car market.
Spearheaded by a 30-second TVC commercial, the campaign draws a parallel between the luxurious Lexus IS Line (comprising IS200 & IS300) and some of the world’s leading style icons. The high-impact national campaign includes television and print advertising, cinema, outdoor, point-of-sale, direct mail and PR.
"The IS Line has a very distinctive, stylish design and we wanted this campaign to communicate that," said Lexus Australia’s Manager Marketing Communications, Lisa Webster. "To accomplish this the campaign uses some of the world's leading style and design icons and draws parallels between them and the IS Line"
The TV commercial - created by agency Saatchi & Saatchi - and airing this month across all free-to-air channels - 7, 9, 10 and SBS. Magazine advertising featuring the same design led creative will commence from August in titles including AFR Magazine, Australian Gourmet Traveler, Belle, BRW and delicious.
"Car advertising has become famously generic. The new IS campaign proves that fresh approaches to the genre are still at hand, especially when the brand in question is as unique as Lexus," said David Nobay, Executive Creative Director, Saatchi & Saatchi.
Lexus Australia enjoyed a record year in 2003, with sales up 44.3 per cent from the previous year.
A screen shot from the Lexus IS Line television commercial