Lexus Campaign - Vizvoice

for Lexus December 3, 2013

Anna Gagliuffi Mayra Gonzalez Christopher Williams Dayvid Sherman Matt Blake

TABLE OF

4 Executive Summary

5 Situation Analysis

7 Target Market

8 Creative Brief

9 Creative Strategy

CONTENTS

10 Creative Executions

26 Media Plan

PHASE I.............10 PHASE II............17 PHASE III.........22

27 Budget

30 Evaluation

31 Conclusion

Executive Summary Lexus is the Pursuit of Perfection. This is what the brand is known for and this is how it was successfully established in the competitive world of luxurious automobiles. But that was then and this is now.

Loyalty to Lexus is found in adults 35 to 54 years old. The average Lexus buyer has now aged and is losing interest. Times are changing, and this means that younger generations have to find that special element that connects them to the brand. So how do we market the Lexus IS and CT to a market that does not show interest?

VizVoice presents an innovative point of view to target our new market. We will be focusing on young adults, ages 25 to 34 years old. Perceiving Lexus as traditional and out of trend, we are aiming to show them a side of the brand they have not seen before.

The 12-month campaign will run from March 2014 to February 2015 with a budget of $6,800,000.

Through strategic creative concepts, we will reach out target market in the Southern California region.

We will focus on four main counties: Los Angeles, Orange, Riverside and San Diego.

After extensive research, we became aware that we could not only focus on the two vehicles as pivotal elements to the campaign. Thus, we developed a rebranding scheme that would make Lexus relevant within the extensive competitive luxury automobile industry. We are aiming to change the perception of Lexus brand from one of an older demographic to a younger customer base. Then, by encouraging them to experience the vehicle performance and establishing a relation with the new target audience we will ultimately convince them to become part of the Lexus community and purchase the Lexus IS or CT.

Observing the disconnect between our market and our brand, VizVoice developed the three-phase “This Could Be You” campaign. We will show them the lives they aspire to have, the persona they could become. However, in this case, they will not be looking out into these scenarios, they become the driver. Following the insight that a car is partly an emotional purchase and that the most convincing element into buying a Lexus is actually experiencing its performance, we are taking the viewer on a journey from the driver’s perspective. They no longer have to imagine what their aspired life would look like, we will show them.

To start, Phase I will engage the new market through visual scenarios and create curiosity about the slogan by giving them an insight of how their life could be. Through a mystery strategy we will encourage them to talk about the campaign and the brand amongst their peers. Then, Phase II adds an educational aspect to the campaign where we will focus on the features of the Lexus IS and CT. Through visuals and online schemes, we will make them interact with the vehicles and encourage them to experience the products. Finally, Phase III will reveal a new slogan, “This Is You.” We will have created enough buzz so that it resonates with our target audience, establishing a sense of loyalty to Lexus.

Situation Analysis SWOT Analysis

In order to conduct an in-depth Lexus brand analysis, VizVoice conducted a detailed examination of the strengths, weaknesses, opportunities and threats surrounding Lexus. A comprehensive understanding of Lexus and the automobile industry is critical for the creation of a strategic campaign geared towards generation X. STRENGTHS • Lexus strengths consist of continuous innovation to achieve the maximum power from a minimum fuel consumption.

• The brand has a strong presence in racing events which builds good customer connection. As well as a good presence in social media events for example, the #LexusInstafilm featuring the Lexus IS 2014. The goal of this social media event was to gather people to collaborate in the filmmaking of the car one picture at a time.

• On the other hand, Lexus also has a heavily built distribution and marketing efforts focused on meeting the diverse needs of their customers as well as high quality personalized service and sales.

The Lexus brand is not afraid of taking risks, a proof is their state of the art technologies and their dynamic designs.

• Toyota is the world’s largest vehicle manufacturer and is Lexus’ parent company. In addition, Toyota is best known for being environmentally safe, offering great quality, durability and reliability.

WEAKNESSES • Many U.S. Consumers prefer brands that are manufactured in the United States.

• In addition there was severe criticism from the 2005 Toyota recall and quality problems.

• Lexus has a limited product portfolio meaning their cars do not have a diversified variety of looks.

• Finally, the brand has a limited distribution, service network and spare part availability.

THREATS OPPORTUNITIES • Lexus can acquire new potential customers through market penetration.

• A threat for Lexus is that as a company, they are not recognized as a leading brand in the luxury segment and although they claim to manufacture innovative cars their competitors are also producing technologically inventive car models.

• Also, North American consumers value fuelefficient and higher-quality automobiles.

• On the other hand, Lexus is perceived as costly and this limits exposure to potential customers.

• On the other hand, there are potential customers that are interested in purchasing an international brand and that is an opportunity for Lexus.

• In addition, Lexus has a limited market share because the luxury market segment is very saturated. This narrows down the possibilities for a prospective customer to have Lexus be in the top three of the category when it comes to brand preference.

• Lexus is also perceived by the general population as the sedan for the “retired golfer” this impression makes it an extra step to change the consumers belief. Once that old impression is changed, Lexus will be able to come in with a fresh idea and implant the brand into young consumers for them to adopt Lexus as a lifetime brand.

• Finally, there are also forceful competitive campaigns that are considered to be another threat for Lexus.

VizVoice for Lexus

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Situation Analysis Competition

With their latest editions of the Lexus IS and Lexus CT, the company is striving to reach new heights in both luxury and practicality—forcing the market to make room for the brand, like never before.

The Lexus IS is highly competitive in a class with other luxury sedans such as the BMW 3 Series, The Audi A4, Cadillac ATS and the Mercedes-Benz C-Class. Ranging in the mid to high $30,000 category and averaging 21 city / 30 hwy MPG, in both price and fuel efficiency, the car compares very well in it’s class.

Among its chief competitors, the Lexus performed well in 2013 amongst the new car registrations in California.

50%

35.7%

30%

Lexus Audi BMW Cadillac Mercedes

4,117 2,467 5,641 904 5,637

Percent Change in New Vehicle Registrations for Top 15 Brands in State (includes fleets) - YTD ‘13 (June) vs. YTD ‘12

44.5%

40%

And overall, the Lexus brand is showing a high growth rate in the market within the state of California against all classes of vehicle.

2013 NEW CAR REGISTRATIONS IN CALIFORNIA

BRAND

24.6%

20%

22.4%

18.4%

17.3%

15.1%

15%

10%

12.3%

9.7%

7.7%

7%

0%

1.9%

-3% -7.1%

-10%

Jeep

Hyundai

Volkswagen

Toyota

Kia

Mercedes

Honda

Nissan

Lexus

Mazda

Ford

Chevrolet

BMW

Dodge

Subaru

-20%

Other 8.2% Toyota 21.2%

MB 3.8% BMW 4.6% VW 5% Chrysler 5.4%

As a part of Toyota, the world’s largest vehicle manufacturer the brand cornered 21.2% of the overall market in California.

With the Lexus CT200H claiming an impressive 34.7%share of the market in its “Entry Luxury” class, beating out the Acura ILX, the Acura TSX, the BMW Series 1 and the Audi A3.

Honda 13.1% Hyundai/Kia 7.5%

Nissan 8.5%

Ford 11.9% GM 10.6%

Brands included: Toyota (Toyota, Lexus, Scion), Honda (Honda, Acura), Ford (Ford, Lincoln), GM (Buick, Cadillac, Chevrolet, GMC), Nissan (Nissan, Infinit), Chrysler (Chrysler, Dodge, Fiat, Jeep), VW (Audi, Bentley, Volkswagen), BMW (BMW, Rolls Royce, MINI), MB (Mercedes Benz, smart), Other (all other brands).

According to Fortune magazine, “Cadillac and Lincoln are two of America’s most storied car brands, with more than 200 years of automotive history between them. But in the country’s largest and highest profile luxury car market -California -- they are regularly trounced by Europe’s upscale automakers and even the Japanese. Both domestic brands are spending hundreds of millions of dollars to catch up, but they have a long way to go.” This bodes well for Lexus as it moves its way up the chain in luxury brands.

Lexus was not ranked as high in performance among its European competitors as it was in luxury. But given the Southern California Lifestyle, consumers with many of them playing, living and working from their cars, they will more than appreciate the Navigation System, Lexus’ Remote Touch electronics interface, a rearview camera, Bluetooth phonebook downloading and Lexus Enform enhanced telematics (with smartphone app integration, including Bing, Yelp, Pandora and iHeartRadio). A 15-speaker Mark Levinson surround-sound audio system can be added to the navigation system as well.

Lexus is driving forward as a strong player in the luxury market and is here to stay.

Target Market Overview Who they are: • The target market consists of young adults 25-34 years old, a generation referred to as millennials.

• These individuals have been raised in an environment consisting of the emergence of new wave music, embracing social diversity, and holds the highest education levels when looking at current age groups.

The way they live: • Spend a lot of time researching products before they make a purchase.

• Are careful not to be showy about their financial achievements.

• They value flexibility, work/life balance and autonomy on their job.

How they behave: • They are technologically savvy.

• Eager to learn new skills and are comfortable with having changes.

• Early adopters, interested in latest product releases.

• Influencers, once they experience a brand they value they will spread awareness to peers.

How they think: • Appreciate informal and fun environments.

• Are constantly assessing how their careers are progressing and place a goal on learning opportunities.

• They are cautious, pragmatic, and have a value oriented mindset.

• They shop, think, and act like luxury.

Where they live: San Diego Oceanside Escondido Chula Vista Riverside Indian Wells Rancho Mirage Los Angeles Beverly Hills West Los Angeles Marina del Rey Malibu

Primary Target Audience

To efficiently design a campaign catered to our target audience we took a closer look at what the motivation and trigger is behind their purchase and the rationale. We focused on three audiences, millennials, generation X and environmentally conscious drivers.

Our primary audience for this campaign consists of young adults, ages 25 to 34, skewed towards males.

-The millennials put an importance on luxury spending, even though most of them are in credit and loan debt.

-Largest demographic to purchase new technological gadgets -Graduated from college or are currently attending graduate school with an average household income of $75,000.00.

-Our primary audience are early adopters, seeking the latest in innovative product releases.

- They are influencers, loyal to brands they value, and will spread awareness of products that interest them.

-The key motivator behind a purchase is high social status that correlates with professional aspirations.

-A potential purchase trigger could be the incentive of car services including car washes, transportation to the airport, and an affordable monthly payment.

-Their rationale is the added value by the Lexus driving experience, and professional advantage of owning a luxury car.

Secondary Target Audience

For our secondary audience, we wanted to focus on Generation X, adults ages 35-49. These adults have graduated college with an average household income of $100,000.00+.

-They usually have children ages 12-17 and are risk takers when it comes to business moves.

-Their key motivator is quality and finding sustainability in brands and products.

-They seek to keep up to date with automotive trends, and technological detail is a purchase trigger.

- They are experienced car buyers now seeking the ultimate performance, technological innovation and design.

Tertiary Target Audience Orange Newport Beach Irvine Mission Viejo Yorba Linda Laguna Beach Laguna Hills Laguna Niguel Aliso Viejo Costa Mesa Huntington Beach

Our tertiary target audience consists of environmentally conscious drivers. They seek to reduce energy consumption and take personal steps to better the environment. They endorse and spread awareness of brands that help out the environment.

-Their key motivator is a product that makes less of an impact on the globe and technology that betters the environment.

-Their purchase trigger is finding a car with a trendy design that adds to their environmentally green status.

-Their rationale is that with every environmentally-friendly product they purchase, they are contributing to the world in positive way.

VizVoice for Lexus

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Creative Brief Client Name: Lexus

Target Audience:

Product Name: Lexus IS and Lexus CT

Primary Target: Millennials, Young adults 25 to 34 years old, skewed towards males Graduated from college, currently attending or completed Graduate school Household income of $75,000+ Young children or none at all Early adopters, interested in latest product releases Influencers, once they experience a brand they value they will spread awareness to peers - Key Motivator: Seeking higher social status that correlates with professional aspirations Having a reliable brand for a high-­involvement purchase - Purchase Triggers: Car services (car wash, transportation to the airport, affordable payment, (maybe not having to give a down payment) - Rationale: There is an added value by the experience of driving a Lexus Owning a luxury car provides a professional advantage

Goals and Objectives: Change the perception about Lexus to convey that it is suitable for the new younger market.

Create brand awareness and position Lexus on top of consumers mind so that next time they are in the market to purchase a luxury car Lexus is one of the leading competitors in the category.

Establish brand loyalty from a young age ­at first they can purchase cars in the lower price spectrum, leading up to the higher priced models.

Market IS to Primary Target Market Lexus brand to Secondary Target Market CT to Tertiary Target Strategy: Create future brand advocates by targeting early adopters and establishing a positive relationship Generate awareness of Lexus quality and features

Secondary Target Generation X, Adults 35­to 49 years old Graduated College Household Income of $100,000+ Children ages 12-­17 years old - Key Motivator: Seeking a good looking family car - Purchase Trigger: Technological detail, quality and keeping up to date with the automotive trends - Rationale: Experienced car buyers now seeking the ultimate performance and design

Geography: Southern California Counties: Los Angeles, Orange, San Diego and Riverside.

Tertiary Target Environmentally conscious drivers - Key Motivator: Seek to reduce energy consumption and personally contribute to environment conservation.

Endorse and spread awareness of brands that help out the environment.

- Purchase Triggers: Perceived status.

Design combined with environmental awareness. Finding a car that contributes to their environmentally green status, all in a trendy car design - Rationale: With every product they purchase that contributes to the environment, they have a positive impact on the world.

Prominent Call to Action: Experience driving a Lexus and have the lifestyle you’ve always aspired

Single Most Compelling Idea: Get behind the wheel Slogan: This Could Be You This Is You Primary Selling/ Information Points: The person you aspire to be drives a Lexus

Brand Personality: - Contemporary - Luxurious - Technological - Youthful

Creative Strategy We are aware that we will not reach our desired market unless we break free from the advertising clutter of luxurious automobiles.

That is why we went back to the obvious. We want our audience to connect to the brand not only on the mechanical aspect by driving the machine, but appeal to their emotions by establishing a connection. We will tap into their subconscious and show them the lifestyle they wish they had, the lifestyle they will one day achieve by driving a Lexus.

Based on the fact that people are visual, our creative strategy aims to create various scenarios from the first person’s perspective.

Our basic concept revolves around the idea of their “perfect” day, encapsulating their aspired lifestyle. First, in the morning they drive their Lexus to work, a luxurious office building, maybe they have not yet obtained the ultimate job they desire but they are interviewing with them, pursuing their career goals. After, because they live in the Southern California region, they could engage in their favorite outdoor physical activity. This could be surfing on the surrounding beaches, cycling or jogging, whichever their preference they can be sure their Lexus will be the best companion. Finally, they would end with the ultimate nightlife experience; a short drive to Vegas.

PHASE II Our promise? The person you’ve always wanted to be drives a Lexus.

August – October 2014 The campaign is divided into three phases: Phase II adds an PHASE I PHASE III educational aspect, March – July 2014 November 2014 – focusing on the features The first five months February 2015 of Lexus IS and CT. 2014 March of the campaign will Finally, on the Following the market engage the new target last phase of the insight that vehicles are April audience through campaign we will emotional purchases, visual scenarios and the reveal the new slogan we want to convey the curious “This Could Be feeling of driving a Lexus “This Is You.” Through May PHASE I You” slogan. We create this demanding and encourage them to interest with the phrase statement we are no get behind the wheel.

June because it is a somewhat Through commercials, longer inviting them demanding statement, to see what their ideal print, outdoor, cross but still unassuming lives could be, we are promotions and online, July enough to connect to including them in the we will successfully our audience. We instill Lexus brand lifestyle. engage the audience August the desire to discover This will be achieved with the brand. the new Lexus and talk through commercials, This phase also targets about it amongst their online tactics, current Lexus owners, PHASE II September peers. We will achieve print and outdoor our secondary target this phase through a elements. audience, comprised of commercial shown in Objective: establish October an older demographic. multiple media platforms, Through events and loyalty with new target an interactive online audience, encourage direct marketing we November presence, print, outdoors aim to maintain the car purchase and events. previously established Objective: engage brand loyalty.

December audience, new brand Objective: inform PHASE III awareness, create buzz about Lexus IS and CT, 2015 January amongst peers incite them to drive the vehicles, encourage purchase, sustain brand February loyalty VizVoice for Lexus

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Creative Executions Commercial #1 |

PHASE I

“The Big Day” Our POV character gazes into the eyes of his new bride and off camera we hear, “I now pronounce you man and wife.”

The newlyweds run through a cheering crowd to their getaway limo.

Fooling the crowd, the couple steps in and then out the opposite door of the decoy limo.

Waiting around the corner they approach a shiny new Lexus IS waiting there for a clean getaway.

The groom sets the NAV and dials the IS into Sport+ mode as the adventurous couple drives off into the sunset.

To the audiences’ confusion, they pull into a Lexus dealership. The husband squeezes the wife’s hand and announces “Sweetheart, I am finally ready to make a commitment.”

The couple looks back to the Lexus Salesman in the back seat, who responds, “I’ll get the paperwork started.”

Objective: Position Lexus in the target market’s point of view enticing them to dream, “This could be me someday driving a Lexus.”

Rationale: The concept behind the POV approach is that we want to drive the target market into the dealerships and get them behind the wheel. We know once they drive the car, they will experience something they didn’t expect and the car will sell itself.

Evaluation: Run coinciding social media #ThisCouldBeYou campaign on Twitter for maximum exposure. Measure any increases in test drives at local Southern California dealerships. Dealers will ask consumers how they heard about the car.

As a part of Phase I, this spot will air on select local network and cable stations, like ABC, TBS and AMC, between March 2014 - May 2014. In that time, it will also screen in strategic movie theaters in the target area. After the first ad airs, it will be made available on YouTube and other social media.

Creative Executions Print |

PHASE I

Due to the fact that we are creating a new brand image, we want to remain consistent with our message. Therefore, we have created a singular “This Could Be You” print advertisement. It is based on the “ideal day” of our target audience: taking care of business in the morning, enjoying a recreational activity during the day and finishing the day in Vegas, the epitome of nightlife luxury.

Due to the static nature of print, we decided to show the three scenarios simultaneously, implying the time continuity in a day.

The perspective of the viewer is from inside the car, strategically positioned in a way where the dashboard can be viewed with the luxurious leather seats as well. We are aware that our target audience will not be fully engaged in an advertisement with extensive copy, so we refrained to just displaying the slogan, with the name of the car on the right hand footer, the hashtag #thiscouldbeyou to “join the conversation” in social media on the left and the link to the website www.thiscouldbeyou.com.

After researching the preferred media options for our audience we conclude that the ads will be placed in popular magazines such as GQ, Wired and Car and Driver. GQ, circulation of 964,264, was chosen to appeal to the subsection of our demographic that is interested in their personal and vehicle aesthetics. Wired, circulation of 819,457, targets the tech-savvy individuals and early adopters in product releases. Finally, Car and Driver, circulation of 1.2 million, represents the voice and essential resource for automotive enthusiasts and industry leaders.

Objective: • Engage target market • Entice curiosity with slogan • Encourage conversation amongst peers

Strategy: • Present their ideal life from a first person perspective to communicate that they could achieve their goals while being a Lexus driver • Reach strategy to expose the new brand image to large percentage of our target audience

Rationale: • By presenting different scenarios of their ideal life they will feel a connection with the brand.

• Showing the interior of the car reveals the luxurious aspect traditional of the Lexus brand.

Evaluation: • Measure the response to the call to action of using the hashtag #thiscouldbeyou in social media.

VizVoice for Lexus

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Creative Executions Outdoor |

PHASE I

In addition to print on magazines and on airplane Objective: Strategy: • Engage target market • Reach strategy to trays, we will have a billboard with the same creative concept. It would be a digital billboard, taking the • Spur curiosity of new target as many viewers Lexus campaign as possible to increase first person perspective of the driver and presenting the three situations on their ideal life. First, it would • Encourage brand awareness and show the business aspect of the luxurious outside conversation amongst new campaign • Present their ideal life office with a fountain, then, the recreational activity by peers showing the beach and finally Las Vegas. The design through an interactive surface to emphasize will remain simple, as they will be viewed for a short period of time while driving. Billboard location will the relation of the Lexus brand with innovative be in high-traffic areas of Los Angeles, Orange, San Diego and Riverside. This billboard design will be technology executed for the first two months of Phase I, March and April 2015.

Three interchangeable concepts for the digital billboard first...

14’ x 48’ billboards

...then...

Rationale: • By presenting different scenarios of their ideal life they will feel a connection with the brand • Showing the view from the driver’s seat creates a relationship with the viewer

...finally

Changing scenes

Creative Executions Events |

PHASE I

There will be five different promotional events executed at different times during the campaign phases.

• EVENT 1 • We are sponsoring a Tennis tournament, the ATP World Tour­Hall of Fame Tennis Championship at Newport Beach, Calif. on July 7, 2014. We are having celebrity athletes arrive in new Lexus courtesy vehicles to expose the car.

• EVENT 2 • Moreover we are sponsoring a Golf Tournament, the Trump National Golf Club at Los Angeles Calif. on July 21, 2014. There will be a Lexus cocktail party held to select attendees and tennis players after the match.

Objective: Increase awareness of the brand. Continue our presence in Golf and Tennis events as well as expand our audience to younger demographics.

Evaluation: Measure posts on Instagram from the cocktail using hashtag #thiscouldbeyou • EVENT 3 • Additionally, we will have as part of our events an exclusive promotional cocktail party on March 8, 2014 for Lexus owners who have bought a vehicle at the Newport Lexus branch where the cocktail will be held. It will take place at our showroom where they are exposed to the brand at all times.

Objective: • Showcase the new models to them before they are released to the public.

• The cocktail will reinforce brand image to previous owners.

• Although the current customers are not the specific target market we want to reach with this campaign, we hope attendees share the Lexus experience to their friends and family.

• We are not focusing on the new target audience, with this cocktail party we are establishing loyalty to our current customer base.

• We want them to experience exclusivity from Lexus.

Evaluation: How many attendees or family members showed an interest or bought the cars exposed that night.

• EVENT 4 • We are making presence at the E3, the Electronic Entertainment Expo, on June 10-12, 2014 at Los Angeles Convention Center. E3 2014 is the must-attend event where the video game industry unites to debut, showcase, and experience the future of games. Billions of consumers seek the future of our industry through this outstanding landscape of creativity, technology and content. For this reason, we want to make presence at the E3 and not only familiarize but make people connect the E3 world with the Lexus brand.

Objective: Create a youthful buzz around the Lexus IS/CT with our target market in the high-tech cutting edge electronics community with major product exposure.

Rationale: The team at Oculus Rift is revolutionizing the way people experience interactive content and our target market is the same, so joining forces is only smart. Cross promoting a hotly trending product from a local company will place Lexus front and center with the target consumer. With major media coverage and thousands of people on hand to see the latest in electronics wizardry, showing off the features of Lexus while giving the devoted E3 attendees the virtual ride of their life, will earn Lexus maximum buzz and publicity.

Evaluation: Cross promotion with #Lexus, #ThisISYou with #oculusrift is a plus. #oculusrift followers also follow #ESPN, @ jimmyfallon and @ConanO’Brien, the team will tweet and monitor RT and follow activity for #Lexus and #ThisISYou. Concept: From a local company in Irvine, CA, the Oculus Rift is a ground-breaking virtual reality headset used for immersive gaming. With the support of top video game companies including Valve, Epic Games and Unity, the head set has made a big splash at the E3 showing off other games. This year, Lexus will purchase booth space and create 5 Lexus simulators that consist of just the driver’s seat, the steering wheel, the center console and the pedals. Utilizing the Oculus Rift goggle technology, drivers can sit in the simulators and race the Lexus, right there in the room. With thousands of people on hand to experience the latest in electronics, showing off the features of Lexus gives the devoted E3 attendees a hands-on look. The line to ride will be unending.

VizVoice for Lexus

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Creative Executions Webpage

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PHASE I

Lexus being the innovative and creative company that they are, their website should not be any different. This webpage will be the focal point to all the social media for this campaign. There will be two different main websites for the IS and the CT, both will follow the same design, however, the target markets are drastically different for the two so we decided to keep them separate. Both of these pages will be sleek and simple, with the home page designed like the dashboard of the car (see example). These pages will have very specific details about each of the cars. The website and the first introduction videos for both the CT and IS will come out with the launch of the campaign during Phase I. The IS model’s homepage will be focused on technology and style. The homepage will include a “What’s New,” “Create Your IS,” “Interactive Game,” and “Closest Dealership” tabs. Under the “Whats New” tab, there will be different aspects of the car showcased, the consumer can click on each of these individually and learn in detail how each improves the car. There will also be a tab to the YouTube campaign, where all the videos will be posted under the IS channel separate from the Lexus channel. There will also be a tab for an interactive game that will make the viewer feel like they are behind the wheel of this new and improved model. This game will focus on the main upgrades of the car such as the engine upgrades, the revised suspension, the lengthened wheelbase and of course the overall design of the car. There will be challenges in the game where you can race against your friends on the track to get more people involved in the game. There will also be links to the various social media for each car, such as the unique Facebook page for the IS as well as the Instagram and Twitter.

The CT model’s website will be designed for the environmentally sound consumers. The homepage will be a simple but elegant design of the dashboard, with tabs focused on the main elements of the car: handling, different driving modes, and the edgy design of the hybrid car. There will be a YouTube channel link where the videos will be informative yet appealing to this environmentally friendly audience. There will also be links for the CT’s Facebook, Instagram and Twitter accounts.

Objective: Everything in our campaign is leading the consumers to our webpage, so once we get them there we want them to stay engaged, share with their friends and be directed to the nearest dealership Strategy: The webpage will be released on the launch day of the campaign Lexus will continually update the website with new content Rationale: This will be the focal point of the campaign so it will have to be easy to navigate through as well as having good detailed information that interests and excites the consumers Evaluation: Using Google analytics it will be easy to monitor the different webpages, based on this information Lexus will update and change information as needed

1 2 3

4

Creative Executions Online |

PHASE I

For this campaign, there will be a heavy focus on social media. The most weight will be placed on the various ads and videos that will be uploaded on YouTube. This campaign will have an introductory :30-second spot that will debut on the launch day of the campaign.

This first video will be the “teaser” for the whole campaign and the beginning of multiple videos to come from Lexus throughout the campaign. There will be three other commercials that will be released during the whole year, two during phase II and the final commercial during phase III. Other videos that will appear on the YouTube channel will include a “The Making of an IS,” behind the scenes movies of various Lexus events, and detailed videos about the new features of each car.

Another main concept of the campaign is the interactive game that consumers can play and challenge their friends in. This game will be targeted towards our target audience, which is an older generation for games so it will be extremely entertaining and sophisticated.

This will be described more in detail in the Webpage section.

During this campaign there will also be a focus on Twitter, Facebook, and Instagram. With Twitter, there will be weekly updates about the car, spreading word about YouTube videos, and informing people about Lexus promotional events around the world. Facebook will be utilized to connect people who are interested in the car together. There will also be updates about the car, pictures of car and events, and information to the main website or closest dealership. Instagram will be utilized mostly on the part of the consumer posting photos from their new cars to advocate them to other potential buyers. Lexus will also post a picture each week of either the new CT or IS that will show up in their follower’s feed.

Objective: • Reach potential consumers as well as guide them to the IS or CT homepage • Social media designed to spark interest in consumers in hopes that they share with their friends over social media Strategy: • On the launch day of the campaign, all the social media will become active to increase awareness and direct people to the homepage, and eventually the dealership • The first commercial is scheduled to be released on the launch day and will continue to May. The second and third will be released from August to November. And the last commercial will be released from December to January. As soon as these videos are released during the various phases they will be uploaded on YouTube to make ensure they get as many views as possible Rationale: • The more consumers we can direct to our webpage, the better • In hoping that consumers will share with their friends in order to spread word of mouth Evaluation: • Using analytics it will be easy to monitor the clicks on each social media

VizVoice for Lexus

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Creative Executions Print Environment Advertisements | In addition to placing the print ads in publications, we will have print environment advertisement on airplane tray liners. It will be placed on Virgin America aircrafts through a six-month period, from beginning of June to end of December 2014. This time range includes the high travel season of Summer and holiday seasons (Thanksgiving, Christmas, New Year’s Eve).

The airplane tray liner will not be visible when the tray is in the upright position. Once the tray is opened the passenger would view the dashboard on the back of the seat in front and the pedal area on the tray itself.

In this way we are positioning them in the driver seat and once again communicating our slogan “This Could Be You.” Furthermore, we are including an augmented reality experience for the viewer. Due to the nature of airplane travelling, the target viewers are obliged to remain seated for a considerable amount of time.

This would give us an opportunity to create an interactive and technologically advanced experience with them. The tray liners would have a call to action to use a mobile device and point to the print. Once they follow that instruction correctly they would observe a three dimensional version of the vehicle appear “on” their tray. They would have the option to either view the Lexus IS or the CT and could see all the angles while moving their device.

Objective: • Create an impact on the viewers through the use of new technology • Communicate the main message of the campaign “This Could Be You” • Allow viewers to see the car from different perspectives Strategy: • Use the augmented reality technology to establish a resonating impact on viewers and allowing them to have an almost “real” experience with the car, encouraging them to test drive the vehicles • Reach strategy to expose our message to as many people as possible

Rationale: • Airplane tray liners are effective to reach our target audience because they are obliged to sit and are directly exposed to our content • Placing the advertisement in the Virgin America aircrafts effectively reaches our audience because, according to our research, their brand has effectively targeted hip, tech-savvy and stylish customers who frequently fly for business Evaluation: • Measure the number of hits on the augmented reality site

Augmented reality allows viewers to “experience” the car in 3D from the plane of their seats

PHASE I

Creative Executions Direct Marketing | For this campaign, we will utilize both email and postal mail services to deliver personalized messages to our target audience and potential Lexus customers. We will use indexing to analyze databases and look for past customers who have brought Lexus products or used services and purchase third party list to tap into new customers. The purpose of the personalized emails, is to direct readers to their local or nearest Lexus dealership to test drive the IS or the CT. These emails will serve as a communication tool to give awareness to our audience about the new technological features both models have to offer.

The emails, brief in content, will also have a copy of our print ad and the “This Could Be You” slogan, to promote the campaign.

We aim to keep the emails simple, focusing on the images of the IS and the CT with the link and a brief bit of copy, to evoke interest to visit the full scale features on the website. In addition to our emails, we will send a luxury gift box with a chrome Lexus embossed USB flash drive that resembles the key of the Lexus IS, and a card that simply says “This Could Be You”. We understand that our primary audience consists of young professional adults either in grad school or working who could utilize a free, deluxe flash drive. The chrome flash drive could be attached to a keychain as well and give them the feel of having the Key in their hand.

PHASE II Objective: • To encourage current and potential customers to test drive the IS and CT and increase awareness of the new features both products have to offer.

• To build our database and add new insight from information gained for future marketing purposes.

• To maintain a positive engagement and relationship with current and potential Lexus customers through personalized messages.

Strategy: • In Phase I, we will send emails every two weeks to spread awareness about the “This Could Be You” campaign.

• In Phase II we will send another email about the Lexus CT and IS specifically, encouraging them to test drive.

• In Phase III we will send an email the first week of each month with the “This Is You” campaign.

Rationale: • Our potential customers will be informed and interested in the IS and CT after being engaged with the email and given the chrome USB “Key to the IS”.

Evaluation: • Using a unique hidden download coding attachment to the email, we can track every time an email has been opened up.

• Emails that have been responded to.

• We will use an optional survey about the Lexus test drive experience, and ask if the potential customer heard about the IS and CT through the email.

VizVoice for Lexus

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Creative Executions Commercial #2 |

PHASE II

“Viva Las Lexus” Our POV character sits at the end of a conference table as a meeting wraps up.

Our POV character and his co-worker run downstairs to the parking lot and jump into a new Lexus CT. The duo set the Nav and start a Pandora station, making great time to Vegas with no need to stop for gas.

After they arrive, things get crazy and shots begin to cut quickly as the action heats up. It’s clear this is going to be a wild night. The morning light is harsh and bright as the two head home across the dessert highway.

Back in California, they pull into a Lexus dealership.

Our POV Character turns to his dishevelled co-worker. Off camera we hear the words, “So, what do you guys think?”

Both turned around to respond to the Lexus Salesman in the back seat, who is ready to close the deal after this extensive test drive.

Objective: Position the Lexus CT in the target market’s point of view enticing them to dream, “This could be me someday driving my Lexus CT.” Rationale: The concept behind the POV approach is that we want to drive the target market into the dealerships and get them behind the wheel for a test drive. We know once they drive the car themselves, they will picture their life in that surprising, luxurious and practical vehicle. This POV comes with the additional bonus of connecting to the SoCal male that is environmentally friendly and budget conscious, but still knows how to have some fun and do so in style.

Evaluation: Run coinciding social media #ThisCouldBeYou campaign on Twitter for maximum exposure. Measure any increase in test drives at local Southern California dealerships. Dealers will ask consumers how they heard about the car.

As a part of Phase II, this spot will air on select local network and cable stations, like ABC, ESPN and TBS, between August 2014 - November 2014. In that time, it will also screen in strategic movie theaters in the target area. After the first ad airs, it will be made available on YouTube and other social media.

Creative Executions Commercial #3 |

PHASE II

“Board Meetings” An alarm rings at 5:00am. Our POV character shuts it off.

Approaching a Lexus IS, you can see that she has been able to fit a lot of gear in the back.

Although the road conditions are poor, it doesn’t slow down the Lexus IS and its AWD (All Wheel Drive).

Our POV character sits in on her first board meeting.

Using navigation and traffic updates she finds the fastest ride down the mountain to the beach... ...just in time to catch a few waves as the sun sets on the Pacific.

She pulls into a Lexus dealership.

Off camera we hear the words, “So what did you think?” She turns around to respond to the Lexus Salesman in the back seat, ready to set her up with a new IS.

Objective: Position the Lexus IS in the target market’s point of view enticing them to dream, “This could be me someday driving my Lexus IS.” Rationale: The concept behind the POV approach is that we want to drive the target into the dealerships and get them behind the wheel for a test drive. We know once they drive the car themselves, they will picture their life in that surprising, luxurious and practical vehicle. This POV comes with the additional bonus of connecting to the SoCal life, both males & females, proving the healthy, athletic lifestyle can be driven in practical, attainable luxury.

Evaluation: Run coinciding Social Media #ThisCouldBeYou campaign on Twitter for maximum exposure. Measure any increase in test drives at local Southern California dealerships. Dealers will ask consumers how they heard about the car.

As a part of Phase II, this spot will air on select local network and cable stations, like ABC, ESPN and TBS, between August 2014 - November 2014. In that time, it will also screen in strategic movie theaters in the target area. After the first ad airs, it will be made available on YouTube and other social media.

VizVoice for Lexus

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Creative Executions Cross Promotion | For our cross promotion plan we wanted to give the Lexus experience to customers who we know are already exclusive to a brand, in this case Virgin America airlines. We are partnering with Virgin airlines to provide free rental car service to selected customers who fly into LAX airport in the upper class seats. They will be exposed to the car and potentially remember that Lexus exposure next time they are looking to lease or buy an automobile.

Who? Selected elite members of Virgin America that fit into our target demographic. In this case business professionals who travel to Los Angeles airport and require private transportation.

What? Gratuitous Lexus rental during their stay in Southern California.

How? Lexus will provide 15 IS and 5 CT models to LAX airport to rent to selected members who travel through Virgin America airlines.

Where? Los Angeles International Airport (LAX).

When? 6 month period in two intervals: June to August 2014 and November to January 2015 Why? Virgin America ranked #1 America’s Best Airlines according to Forbes. According to the automotive audience scan for Lexus shoppers our target audience fits in the profile of Virgin America. The service will be available from Los Angeles International Airport because it is the hub of Southern California. The service period will be provided in two time intervals during high travel seasons. Summer June to August 2014 and holiday season (Thanksgiving, Christmas, New Year’s Eve) from November 2014 to January ­2015.

PHASE II

Objective: Getting our target audience to drive the Lexus IS and CT. Strategy: Partner with Virgin America airlines by providing free rental car service to exclusive clients.

Rationale: After experiencing Lexus performance they will consider it for future lease or purchase. Additionally, by offering this gratuitous service, our target audience will relate the Lexus brand with luxury and create a positive relationship with potential consumer.

Evaluation: When purchasing or leasing a Lexus IS or CT we will ask if they have had a previous experience with Lexus before are exclusive customers to Virgin America airlines and if they have received the free rental service before. This would tell us if they previous exposure/service trigger them to choose a Lexus next time they had to lease or buy a car.

Creative Executions Product Placement Objective: Position Lexus IS/CT with the right blend of “cool” & “luxury” for our target market in their living rooms with engaging & in-depth product exposure.

Rationale: The concept is to introduce the target audience, which aligns strategically with Conan’s audience, in a humorous and integrated way, while focusing on and exploring the car’s features in everyday situations. Relatable personalities such as Conan and Andy help viewers to picture themselves behind the wheel in their own test drive. In effect, Lexus is bringing the test drive into living rooms, enticing them to go test drive a Lexus for themselves.

Evaluation: Conan will sign off the segment by inviting viewers test drive one of these amazing cars. Say, “I’m with Team CoCo” and participants receive a feature upgrade, first payment free, or other benefits, if the car is purchased or leased by the end date of the promotional period.

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PHASE II

During the segments, the host will discuss both the celebrity’s interests as well as embark on different adventures that focus on the car’s features. There will be GoPro cameras strapped to each of the participants so the segments will be filmed from their POVs. For example: • The group can utilize the QR code destination feature to locate a movie theater where the celebrity may be starring in a movie.

• The group can use the navigation feature to locate a fast food drive thru and order food to eat in the car.

They can ask fast food cashier what he/she thinks of their “ride.”

• The group may drive into heavy traffic and use the car’s traffic notification system to re-route them.

• The group may drive through a car wash and discuss the exterior features as the car is washed.

• If guest is an athlete, Conan could pull over and ask the celebrity to drive so they could switch the Drive Mode from Eco or Normal to Sport and ask the celebrity how the car handles for him/her.

Chosen Media Platform: Conan on TBS Premise: In a new segment over a two-week period, entitled “Car Talk With Conan,” Conan O’ Brien and sidekick, Andy Richter, will invite one of their celebrity guests on an adventure in a cool new Lexus IS or Lexus CT on the streets of Los Angeles/Burbank during their interview.

As a part of Phase II, this will air on TBS in September 2014. After the segments air, they will be made available on YouTube and other social media.

Segment Set Up: Conan will introduce the segments by explaining that on his way to work he stopped by the Lexus dealer to test drive the new Lexus IS/CT and he didn’t have time to check out all the features.

So he made a deal with the good folks at Lexus who agreed to let him keep the car for a little longer test drive than normal just as long as he promised to do some shameless product placement on his show.

So now he’s going to conduct his next celebrity interview while test driving this beautiful brand new Lexus on the lovely streets of Los Angeles...and maybe run a few errands while he is at it.

VizVoice for Lexus

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Creative Executions Commercial #4 |

PHASE III

“This IS You” A father opens the door to his older model Lexus for his young son on a rainy day.

The boy, our POV character, holds his toy car up against the rainy window day dreaming about his future ride.

The POV looks forward to his dad in the driver’s seat and his father smiles back over his shoulder.

We flash forward in time to witness the boy waving to his father as he drops him off at school.

We flash forward in time again, to the boy standing amongst his peers celebrating his college graduation.

We flash forward in time again to the POV, now a man, proposing to his girlfriend.

Our POV is finally ready to purchase his first brand new car and knows just where to go.

Our POV, now a father, looks back over his shoulder to see his own son dreaming of his future Lexus.

Looking forward to the road ahead, our POV Character dials his new car in to Sport+ mode and happily drives on.

Objective: Position Lexus in the target market’s point of view enticing them to make their own dream a reality, “This is me driving my Lexus!”

Rationale: The concept behind the POV approach is that we want to drive the target market into the dealerships and get them behind the wheel. We know once they drive the car, they will experience something they didn’t expect and the car will sell itself.

Evaluation: Run coinciding social media #ThisIsYou campaign on Twitter for maximum exposure. Measure any increase in test drives at local Southern California dealerships. Dealers will ask consumers how they heard about the car.

As a part of Phase III, this spot will air on select local network and cable stations, like ABC, TBS and AMC, between December 2014 - January 2015. In that time, it will also screen in strategic movie theaters in the target area. After the first ad airs, it will be made available on YouTube and other social media.

Creative Executions Print |

PHASE III

Phase III reveals the same print advertisements design but with an altered slogan.

Now, instead of giving them the option of “This Could Be You” we are creating an even stronger statement: “This Is You.” The “could be” has been crossed out and “is” has replaced it. We will place these on the same magazines, GQ, Wired and Car and Driver. The call to action this time will be to “join the conversation” with Lexus on social media by using the hashtag #thisISyou.

Objective: • Communicate the new statement that will resonate with our target audience • Establish loyalty with the new market • Encourage car purchase

Strategy: • Gain traction with frequent impressions by executing print advertisement on the three magazines for two consecutive months on November and December • Through graphically crossing out “could be” from the slogan we engage their attention because it disrupts their expectations of a regular print ad

Rationale: • Appeal to their social needs, having already established the “This Could Be You” concept, they will now feel part of a community of Lexus customers by appealing directly to them – “This Is You” • Once they feel part of the Lexus community they will be convinced to purchase the IS or CT vehicles Evaluation: • Measure social media engagement through hashtag #thisISyou

VizVoice for Lexus

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Creative Executions Outdoor |

PHASE III

Similar to the print advertisement, the billboard will also present a defaced slogan – “This Is You.” It will be placed in the same high traffic areas in the main regions of Southern California, during the holiday seasons of November and December 2014.

Objective: • Communicate the new statement that will resonate with our target audience • Encourage car purchase

Strategy: • Reach strategy by executing billboards in high traffic areas • Through graphically crossing out “could be” from the slogan we engage their attention because it disrupts their expectations of a regular billboard

Like the original digital billboards, it will show three interchangeable scenarios

14’ x 48’ billboards

Rationale: • Appeal to their social needs, having already established the “This Could Be You” concept, they will now feel part of a community of Lexus customers by appealing directly to them – “This Is You.” • Once they feel part of the Lexus community they will be convinced to purchase the IS or CT vehicles

Creative Executions Events |

PHASE III

We are making presence at the Small Business Expo in Los Angeles Calif. at the California Market Center on Thursday Nov. 6, 2014.

We are having a Lexus car shown at the entrance of the event for people to associate the automobile with business success.

Place an adhesive on the car saying #ThisIsYou encouraging people to tweet about the car and the expo experience.

Objective: “Utilize this event to increase the correlation between “Lexus” and “Success.”

Strategy: Reach as many viewers to communicate our campaign message.

Evaluation: How many people tweet being at the event using the #ThisIsYou

VizVoice for Lexus

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Media Plan 2014

2015

PHASE I

PHASE II

1st Quarter March Week of __ (starting Mondays):

Media

Television Commercial #1 Commercial #2 Commercial #3 Commercial #4

Magazines

Outdoors

Events

Online

Direct Marketing Product Placement (Conan O'Brien) Print Environment Advertisements Cross Promotion (Virgin America)

3

10

17 24 31

7

2nd Quarter

April

May

14

12

21 28 5

19 26

June 2

9

16 23 30

July 7

14

21 28 4

PHASE III 3rd Quarter

August 11

18 25

September 1

8

15 22 29

4th Quarter

October November 6

13 20 27

3

10

17 24

December 1

8

15 22 29

January 5

12

19 26

February 2

9

16 23

Presented by Viz Voice March 2014- Feburary 2015 Budget: $6,800,000

Budget

Cost Media Costs Television TV Spots Subtotal Magazines - GQ This Could Be You (Mar., July) This Is You (Nov., Dec.) - Wired This Could Be You (Mar., July) This Is You (Nov., Dec.) - Car and Driver This Could Be You (Mar., July) This Is You (Nov., Dec.) - Print Environment Advertisements Dashboard on tray table (Jun-Dec)

$1,616,504.08 $1,616,504.08

$174,149.00 $177,691.00 $128,500.00 $131,205.00 $650,380.00 $260,152.00 Subtotal

$119,000.00 $1,641,077.00

Subtotal

$640,000.00 $640,000.00 $1,280,000.00

Lexus Campaign Budget

Billboard Digital Billboard (March-April) "This Is You" (Nov. and Dec. ) Direct Marketing Luxury Gift Box with chromed USB in the shape of Product Placement Conan O'Brien Show

80 % $10,000.00 $250,000.00

Media Costs Subtotal

4%

Non-Media Costs Subtotal

1%

Creative Production Costs Subtotal

15 %

Cross Promotion Virgin Air LAX

Agency Fees

$1,000.00

Events ATP Tennis Tournament Sponsorship Electronic Entertainment Expo Golf Tournament Cocktail Party Business Expo Subtotal

$500,000.00 $100,000.00 $50,000.00 $8,000.00 $7,218.92 $665,218.92

Media Costs Subtotal

$5,463,800.00

Subtotal

$0.00 $0.00 $0.00 $0.00

Subtotal

$500.00 $500.00 $250,000.00 $200.00 $251,200.00

Non-Media Costs Subtotal

$251,200.00

Non-Media Costs Earned Instagram Twitter Shares Owned IS Homepage CT Homepage YouTube Channels Facebook

Creative Production Costs Television Commercial - The Engagement Commercial - Viva Las Lexus Commercial- Board Meetings Commercial- This is You Subtotal

$12,500.00 $12,500.00 $12,500.00 $12,500.00 $50,000.00

Subtotal

$7,500.00 $7,500.00 $15,000.00

Creative Production Costs Subtotal

$65,000.00

Website Design IS Homepage CT Homepage

Agency Fees - 15%

$1,020,000.00 Total

$6,800,000.00

1% 4%

Budget $6,800,000.00

Budget Left $0.00

VizVoice for Lexus

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The budget given for this Lexus campaign based on the request for proposal is $6,800,000.000. We decided to allocate our budget into seven media segments, television, magazines, billboards, direct marketing, product placement, cross promotion and events. All of the mediums target Los Angeles, San Diego, Orange and Riverside counties in Southern California. This budget is effective from March 2014- February 2015.

Magazines The reason we chose Car and Driver, Wired and GQ magazines for our print media is because based on the MRI results those were the top read magazines by our target market. For all of the magazines chosen we decided to have a print for phase I of our campaign saying “This Could Be You” and another one for phase III saying “This Is You.” We allocated $1,641,077.00 of our budget to the magazines mentioned above and we decided to print at those times because that way the beginning and ending of our campaign would be reinforced by print.

Billboard We spent $1,280,000.00 of our budget on two digital billboards that will be running during the first and third phases of our campaign. For each phase, we bought four digital billboards, each with 32 second ads out of 64 second intervals, for two months. Our goal for the first phase of advertisements is to introduce consumers to the new models. Our goal for the last phase is to build on the promotion of #ThisISYou. Direct Marketing $10,000 of our budget were allocated to direct marketing because it is a cost efficient way to communicate directly to our target market. Consumers who receive our luxury box are more likely to take action, visit the website and get engaged with the campaign if we give them an incentive. Through direct marketing, we are strengthening our relationship with potential and current Lexus consumers by maintaining a line of personalized communication.

Product Placement We’ve decided that because we can create the right blend of cool and luxury aimed at our target, the Conan O’Brien audience is perfect for integrated marketing with strategic product placement. With a budget of $250,000 we can create an entertaining test drive brought into living rooms that will entice viewers to take their own. Running in Phase II provides the perfect timing to keep the campaign fresh and top of mind.

Cross Promotion For our cross promotion we decided to partner up with Virgin America Airways because it is ranked as one of the top ten airlines in the United States. Also, Virgin has already a selective customer audience, their Upper Class matches with our primary target market. We are budgeting $1,000 to provide 15 IS models and 5 CT models to Virgin Air. There will be no cost for the vehicles themselves, because they will be sold as Lexus Certified Pre-Owned vehicles to new consumers when the promotion is over.

Events We decided to allocate $665,218.92 of our campaign budget to events because through them we are reinforcing the luxurious and technological aspects of Lexus. By exposing ourselves at the E3, sponsoring a tennis and golf tournament, having the cocktail party and making presence at the business expo we will be reaching our target market through events that represent features of the Lexus brand. Also, we are building a stronger connection with our current customer base and exposing the brand to the desired target market.

Television Our broadcast budget takes $1,616,504.08 across all three phases of the campaign to introduce and sustain awareness and position the Lexus IS/CT with our target via engaging :30-second spots. Driving and supporting the Phase I and II #ThisCouldBeYou and Phase III #ThisISYou Twitter promotions, and geared to convince the target market to go for a test drive, we will leverage select local network and cable buys alongside strategic in-theater advertising. All spots will extend their reach and frequency by availability on YouTube and other social media once aired.

VizVoice for Lexus

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Evaluation To efficiently measure the success of our campaign, we’ve developed evaluation methods for each of our creative strategies and executions. The goal of the campaign is to increase Lexus CT and IS brand awareness and product preference among the 25­to 34 year old market in Southern California. Our evaluation methods include, conducting consumer surveys for feedback, website statistics and analytics, communication such as emails, phone calls and consumer reviews, tacking coding, Nielsen ratings and social media comment monitoring.

For television, radio, outdoor and print publications, we can gather ratings, number of impressions and gauge how widespread our potential audience will be, before we execute our media plan. It is essential that we not only evaluate after the campaign, but also monitor the creative activities during the 12-­month duration. We want to analyze whom the campaign has reached, and how much our message has resonated with them and their responses.

Our print and television advertisements will encourage viewers to visit the Lexus website. With this maneuver we can use the website to analyze page traffic and ask visitors to tell us what they think about the campaign and the IS and CT. We can evaluate how strong and clear our message was by asking where they heard about the website from and what reasons they have for visiting the website.

We want these responses to see what media platforms served best and why our visitors are interested in the brand itself. Along with the website analytics, we will use Internet tools such as tracking social media impressions, the number of shares our content gets and monitor messages, tweets and Facebook comments.

Consumer surveys will serve as a strong tool to get feedback about the campaign, our events, direct marketing kit commercials and print ads. We will email a survey following our events to get insight on the attendee’s experience and opinions about the IS and CT. It is encouraged that potential customers are asked to take a survey after their test drive of the IS and CT in the dealership; we will also email them the survey after their experience.

Here are sample questions for the survey : • How would you rate your test drive experience in the Lexus IS and/or CT? • Where did you hear about the Lexus IS and/or CT? • How would you rate your experience at our Lexus sponsored events?

• How satisfied are you with the service Lexus has given you?

• What are ways we can improve your experience at the Lexus sponsored event(s)?

• How many times in the past year have you visited the Lexus website? ­ • Are you subscribed to any of the Lexus social media sites(Facebook, Twitter, Instagram) It is essential to collect this data, the feedback and responses and add it to our database to create list to use for future marketing activities. With the information and insights, we can get a better understanding of the effectiveness of our campaign and the impact of our messages.

Conclusion The “This Could be You” campaign will increase awareness for the Lexus brand and draw the attention of the 25-34 year old target market to the IS and CT models. Our focus is to communicate our story to our audience using engaging media, interactive events, appealing video and print illustrations, and connect with potential consumers. The campaign will develop over the course of three phases; each phase has a specific creative strategy to help our message effectively resonate with our target audience. The phases will introduce different elements into the campaign, starting with “This Could be You” and concluding with “This Is You”, the turnaround in the campaign where we reveal the outcome in our story. “This Could be You” illustrates a story of the IS or CT being a potential car selection for our young adult market, while “This Is You” convinces our audience that becoming part of the Lexus community will fit into their aspired lifestyle.

The purpose of this campaign is to encourage our target audience to experience the IS and CT, and make these two models and the Lexus brand a preference in their professional choices of product purchasing. We will sponsor events that are well attended and endorsed by our target audience to advertise and encourage them to test drive the IS and/or CT. When designing this campaign we acknowledged all of the media our younger adult audience is exposed to, thus communicated our advertisements through these platforms.

We strive to change the perception that Lexus is a brand for a more mature market and introduce these two models as the trendy, “hip”, and luxury sport choice in automotive decision-making.

VizVoice for Lexus

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