Campaign details
Agency: Digitas UKClient: Lexus UKCampaign Name: Experience Amazing
The challenge was to develop customer communications that live up to the 'Experience Amazing' ethos and drove sales - Japanese spirit was the inspiration.
Strategy
Luxury car buyers are seduced by highly emotional, stylish films that make lofty claims about the experience of driving and 'owning a brand'.
But all too often the ownership experience doesn't match the promise, offering instead dry, product-focussed customer comms.
The comms were inspired by the concept of Omotenashi - the uniquely Japanese spirit of hospitality that pervades every aspect...