Lexus UX: Unbeaten Paths – Small Business Drive

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

Campaign Details

Brand: Lexus UXAdvertiser: Inchcape GroupAgency: TBWA\ Country: Hong Kong

Campaign objectives & challenges

Market Challenge: Forced to steal share in a cramped and slowing automobile market.

While Hong Kong may be known as a shopper's paradise, it's certainly not a driver's one.

This is one of the world's most dense cities with 7.5 million people sharing just 265 km2of developed land – a third the size of New York City. Our road network is 2,123 km long – less than 2/3rds of Singapore's. Locals put up with much traffic...

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