Bringing back Lexus to Japan - ADSS Advertising

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Bringing back Lexus to Japan - ADSS Advertising

  1. 1. BRINGING BACK LEXUS TO JAPAN<br />Strategy 2011<br />ADSS Advertising<br />
  2. 2. <ul><li>AgencyDirector: Silvana POPOVIC</li></ul>(Slides 2 to 6 and 28 to 29)<br /><ul><li>Client Director: Alice BEZIRARD</li></ul>(Slides 7 to 9, 12 to 14, 21 and 27)<br /><ul><li>CreativeDirector: Stéphanie MAILLARD</li></ul>(Slides 15 to 20)<br /><ul><li>StrategicPlanner: Diana CHEIK-ALI</li></ul>(Slides 10 to 11 and 22 to 26)<br />ADSS Advertising<br />
  3. 3. LEXUS BRAND<br />Your current position<br />
  4. 4. Luxury car brand <br />High level of after sale services (Competitive Advantage)<br />Latest hybrid innovation technology<br />Gadgets and extras<br />Advanced Sophistication Image<br />Current Brand Statements<br />
  5. 5. Driver Imagery<br /><ul><li>DRIVER PROFIL</li></ul>Independent<br />Self-confidence<br />Smart<br /><ul><li>FEELINGS WHILE DRIVING</li></ul>Comfortable, Safety and Humbleness<br />“I am a passive driver with other priorities, I don’t need to show my ownership.”<br />
  6. 6. Japan Key Figures:<br /><ul><li>31,000 Lexus cars sold in 2006
  7. 7. 500,000 Luxury cars in 2007</li></ul>Lexus: a successful global brand? <br />
  8. 8. Issues on the Japanese market<br />
  9. 9. ADSS ADVERTISING CONCEPT <br />FROM ADVERTISING<br />TO ADVERTAINMENT<br />
  10. 10. <ul><li>LEXUS’ PROBLEMATIC</li></ul>How to make up with the JapaneseMarket?<br /><ul><li>OUR STRATEGY</li></ul>Redesign the perception of Lexus brand on the Japanese market by capitalizing on an integrated advertising campaign through 3 main pillars.<br />Our approach<br />
  11. 11. LEXUSThe eco-friendly luxury car brand<br />Build brand awareness in the Japanese market through:<br /><ul><li>The hybrid competitive advantage…
  12. 12. …In keeping with Lexus positioning…
  13. 13. …Which suits to Japanese expectations…
  14. 14. …And communicate on it through an global integrated marketing communication campaign.</li></li></ul><li>Innovative and sophisticated luxury cars that bring a lifestyle experience to drivers.<br />The campaign positioning<br /><ul><li>Teasing starts in order to avoid any aggressive advertising and install the brand image
  15. 15. New media oriented
  16. 16. Create content to entertain the target
  17. 17. Exchange & Interactivity : inform and create a direct link between Lexus & Japanese consumers</li></li></ul><li>THE MARKETING COMMUNICATION CAMPAIGN<br />BECOME THE NEXT INFLUENCER<br />WITH LEXUS<br />
  18. 18. Both want distinction from other luxury brands<br />1 – The target audiences<br />
  19. 19. How do we want them to react?<br />
  20. 20. <ul><li>Recreate Lexus’ brand image without Toyota stamp
  21. 21. Inform consumers about Lexus’ hybrid technology know-how
  22. 22. Communicate through innovative contents to differ from competitors
  23. 23. Reinforce Lexus’ credibility in Japan
  24. 24. Involve Lexus target’s emotionally</li></ul>2 –Campaign objectives<br />
  25. 25. Be the next influencer with Lexus!<br /> Driving a Lexus makes you feel unique and this is how you can inspire the world.<br /><ul><li>Sponsorship from the </li></ul>documentary “Influencers” <br />directed by<br />Paul Rojanathara<br />& Davis Johnson<br />3 – The Campaign Message<br />
  26. 26. Influencers: The power to have an effect on people or things, or a person or thing that is able to create desire.<br />3 – The Campaign Message<br />recognize what the next big thing is<br />confidence<br />early adopters<br />authority<br />really valued opinion <br />well respected<br />influence by acts<br />everyone else pay attention to<br />trusted<br />
  27. 27.
  28. 28.
  29. 29. 4-Campaign Process <br />
  30. 30. Stage 1- Media Planning & Creative actions<br />
  31. 31. Stage 2 - Media Planning<br />
  32. 32. Stage 2 - Creative Actions<br />
  33. 33. Stage 3 - Media Planning<br />
  34. 34. Communication Actions: Stage 3<br />
  35. 35. Stage 4 - Media Planning & Creative Actions<br />
  36. 36. Final Gross Budget<br />
  37. 37. The campaign will be monitored with several tools during and after the campaign. This ongoing evaluation will allow us to anticipate any problem on a media of the plan.<br />5 - Evaluation<br />
  38. 38. Recommendations<br />Sales staff training<br />Regular updates on Social Media<br />Support the Buzz<br />Lexus in Japan<br />From Inspiring to Influence the world!<br />Powerful concept<br />Integrated media plan<br />Participative actions with Japanese<br />Conclusion<br />
  39. 39. Thanks for your attention<br />Be the next brand to INSPIRE the World<br />with ADSS Advertising!<br />

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