Lexus – Moments

The Lexus brand was launched in Canada in 1990 into an extremely competitive market, with a number if major players.
Agency: Dentsu Canada

Lexus – Moments

Bronze: Best Insight

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): October 2005 to June 2007Start Of Advertising/Communication Effort: October 2005Base Period For Comparison: Calendar 2004, 2005

Fifteen years after its launch in 1990, Lexus was established as a brand that consumers could count on for quality and reliability - and Lexus Dealers had a reputation for outstanding after-sales service. However, despite strong sales growth and a mandate to become the leading luxury brand in Canada, Lexus was sitting at #5 in the luxury automotive category.

In 2005, Lexus became a global...

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