Lexus UK: Prime Your Senses

Lexus UK, an automotive brand, created an experience purely through sound to advertise its new LC model car in the UK.

Campaign details

Agency: DigitasLBi

Lexus had just undergone a huge brand shift and were now launching their new LC model.

The brief was to excite prospects about a car that was 14 months from being ready to test drive.

Strategy

The new Lexus brand positioning was that of a modern luxury lifestyle brand. Appealing to a discerning audience who crave experiences more than ownership alone.

DigitasLBi knew that to really excite their audience in a category crowded with beautifully shot commercials and high spec feature lists, they had to give them a taste of what owning one would actually...

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