Lexus IS: Platforms of expression for a shareworthy life

Lexus, an automotive brand, leveraged its entry-level sedan, IS, through a social campaign that engaged a younger, affluent target in the US.

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...

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