The Lexus IS campaign, launched in especially challenging circumstances, demonstrates that the right research, connected to the right creative, strategy and clear goals, can defeat even the most formidable obstacles.
The goals of this campaign were straightforward, according to Mia Phillips, senior manager/ advertising and media for the automaker, speaking at the recent ANA Influencer Marketing & Activation Conference.
They are goals Lexus’ national advertising carries over to most of its campaigns – to increase awareness and consideration of, in this case, the new 2021 IS sports sedan.
Another aim was to lower the average age of the buyer. To...