Campaign details
Brand : Lexus
Brand owner: Inchcape
Agency : TBWA\Hong Kong
Market : Hong Kong
Industry : Luxury Automotive, SUVs, 4x4s
Media channels: Email marketing, Online display, Online video, Programmatic display, Search marketing, Social media, Websites & microsites
Budget : HKD 2 million
Executive Summary
How do you launch a car built for urban exploration in a city no longer considered explorable?
Lexus needed to launch the UX, a crossover built for urban exploration, in Hong Kong. But the city was largely unexplorable since the world's most expensive real estate...