Campaign details
Agency: DigitasLBi
Lexus had just undergone a huge brand shift and were now launching their new LC model.
The brief was to excite prospects about a car that was 14 months from being ready to test drive.
Strategy
The new Lexus brand positioning was that of a modern luxury lifestyle brand. Appealing to a discerning audience who crave experiences more than ownership alone.
DigitasLBi knew that to really excite their audience in a category crowded with beautifully shot commercials and high spec feature lists, they had to give them a taste of what owning one would actually...