Agency: Dentsu Canada |
Lexus – Moments
Bronze: Best Insight
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): October 2005 to June 2007Start Of Advertising/Communication Effort: October 2005Base Period For Comparison: Calendar 2004, 2005
Fifteen years after its launch in 1990, Lexus was established as a brand that consumers could count on for quality and reliability - and Lexus Dealers had a reputation for outstanding after-sales service. However, despite strong sales growth and a mandate to become the leading luxury brand in Canada, Lexus was sitting at #5 in the luxury automotive category.
In 2005, Lexus became a global...