Connecting man to machine; Australia to Lexus

This case study describes how Lexus, the Japanese car manufacturer, created a purpose for its brand in the Australian mind: to prove the connection between a driver and a Lexus.

Connecting man to machine; Australia to Lexus

M&C Saatchi Sydney

Judge's cheat sheet

This is the story of how we created a car with a heartbeat to not just sell a single vehicle, but a sense of purpose for the Lexus brand.

This meant that we had to tell the brand story using multiple channels, speaking to multiple audiences, across nine months, through communications as well as an audacious product innovation.

In Australia, Lexus are not considered a luxury brand alongside Mercedes, BMW and Audi. This is due to ingrained category conventions have conditioned Aussies to believe luxury cars require...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands