Campaign details
Brand: Lexus ISAgency: Team OneCountry: USA
Marketing Context
Since launching in 1989, Lexus had earned a reputation for comfort, safety and reliability. But average owner age had increased to 60 years old and Lexus struggled to connect with younger affluents who wanted something more exciting and personally relevant.* With bold styling (and entry-level price), IS was Lexus' best bet to reach younger buyers. A majority of its buyers were mass move-ups new to luxury, and were younger compared to those already in-segment. If we were going to woo younger affluents, we'd find them...