ABOUT

BUSINESS CHALLENGE
We were called to help Lexus craft an advocacy story that would appeal to younger professionals. This strategic campaign needed to promote the Lexus RZ electric vehicle through authentic, relatable content aimed at progressive, high-earning young professionals, especially those with families. The brief centered on creating engaging, short-form video content featuring "real life" ambassadors - Lexus enthusiasts who could help bring the appeal of the car and its benefits to life.

CONCEPT
The brief was simple. Amplify the appeal of the Lexus RZ electric vehicle through relatable and genuine content tailored for young, environmentally aware professionals with families.

It's a tough, savvy audience. In today's super connected world, a lack of "authenticity" is a serious problem. As a foundation, we had to focus on ensuring the work immediately resonates as genuine and trustworthy.

The core of the project revolved around "did that really happen?".
In addition, we needed to ask the following questions to ourselves:
- Do we fully grasp the message we are trying to convey? 

- Are we meeting our client's objectives? 

- Are our strategies informed by reliable data and insights? 

- Does the narrative we craft feel authentic?

Data showed these individuals are drawn to advanced, stylish cars and prefer authentic narratives over inauthentic partnerships, and corporate jargon. The campaign needed short videos inspired by a relatable family, who also needed to be passionate Lexus fans. Through storytelling, these videos aim to showcase real-life experiences with Lexus vehicles, focusing on aspects such as range anxiety, environmental benefits, and advanced technology. The strategy involves producing 4 engaging, concise videos for platforms like Instagram, YouTube, and TikTok, each crafted to resonate on a personal level with the audience and promote Lexus as a brand aligned with their lifestyle and values.

The ultimate aim was to encourage viewers to book test drives and consider “Electrified” vehicles, generating brand awareness and consideration.

EXECUTION
The opinion of someone who looks like they share your outlook and values is worth listening to. It'll likely resonate with your personal experiences, cultural background, or shared values, offering insights that feel more relatable and authentic to you.

So with that in mind, and working with the client, we met with Dr.Sanjay Trikha, a London based aesthetics business owner who loves Lexus product. He has owned a CT Premiere Hybrid and now has a NX Takumi F Sport Hybrid 250h.

The Trikha family are Lexus devotees, inspired by their visit to Japan, where they embraced the ethos of the pursuit of perfection. As modern, eco-conscious, and tech-savvy individuals, they align closely with Lexus’s image, aiming to engage similar consumers who value innovation and environmental responsibility in their vehicle choices and were the perfect guides to provide an authentic introduction to the car.

Films were shot over two days and aimed to address the target audience through a strategic blend of authentic storytelling, targeted messaging, and social media engagement.

As is (hopefully!) clear in the finished films, the campaign leveraged the genuine connection of the Trikha family with the Lexus brand to establish credibility and relatability, appealing to young, environmentally conscious professional families.

Key messages addressed the audience’s core concerns regarding environmental impact, technological advancements, and family-friendly features, ensuring content relevance and emotional connection.

By deploying visually engaging content across platforms like Instagram, YouTube, and facebook, the campaign included clear calls-to-action, encouraging test drives,

We say this approach reinforced Lexus’s image as an innovative and responsible brand but also aligned with the lifestyle and values of its target audience, thereby increasing brand loyalty and driving engagement.

RESULTS
System One results showed how this project outperformed both influencer and ATL advertising initiatives - both for engagement and brand recall. With a focus on "fast fluencey" - delivering key brand codes and messages early, brand recall outperformed industry averages. On instagram the most popular "short" was viewed over 880,000 times. Overall the project has racked over 2million views organically across Insta, LinkedIn and Facebook.

Impressions
3,47M
Reactions
1,19K
Engagements
1,28K
Reach
2,88M