How Lexus optimised the test-drive for creative Hong Kongers | WARC | The Feed
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How Lexus optimised the test-drive for creative Hong Kongers
Japanese luxury vehicle brand, Lexus, promoted an urban SUV vehicle in the densely packed territory of Hong Kong where it faced a perception of inferiority relative to its German competitors to win a Tangrams Gold Award.
Why it matters
The case study, which you can read here, is a great example of a challenger auto brand implementing ‘reverse planning’ that used the sales goal and benchmarks on acquisition ratios to map the path-to-purchase, which revealed that attempting to expand top-funnel traffic was risky while optimising KPIs within the test drive experience. Done right, it shows how acts can...
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