Bringing back Lexus to Japan - ADSS Advertising
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This document outlines a marketing campaign strategy to help bring the Lexus brand back to the Japanese market. It analyzes Lexus' current position as a luxury brand known for hybrid technology and high-end services. The strategy proposes redesigning Lexus' image in Japan through an integrated advertising campaign focused on their hybrid technology and environmental friendliness. The campaign will use new media to create entertaining content, build brand awareness, and position Lexus as a brand that allows drivers to feel unique and inspire others. It includes objectives, target audiences, messaging, and an evaluation plan to monitor the campaign's success in reinvolving Lexus emotionally with Japanese consumers.
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Bringing back Lexus to Japan - ADSS Advertising
- 1. BRINGING BACK LEXUS TO JAPAN Strategy 2011 ADSS Advertising
- 3. LEXUS BRAND Your current position
- 4. Luxury car brand High level of after sale services (Competitive Advantage) Latest hybrid innovation technology Gadgets and extras Advanced Sophistication Image Current Brand Statements
- 7. 500,000 Luxury cars in 2007Lexus: a successful global brand?
- 8. Issues on the Japanese market
- 9. ADSS ADVERTISING CONCEPT FROM ADVERTISING TO ADVERTAINMENT
- 12. …In keeping with Lexus positioning…
- 13. …Which suits to Japanese expectations…
- 16. Create content to entertain the target
- 18. Both want distinction from other luxury brands 1 – The target audiences
- 19. How do we want them to react?
- 21. Inform consumers about Lexus’ hybrid technology know-how
- 22. Communicate through innovative contents to differ from competitors
- 23. Reinforce Lexus’ credibility in Japan
- 24. Involve Lexus target’s emotionally2 –Campaign objectives
- 26. Influencers: The power to have an effect on people or things, or a person or thing that is able to create desire. 3 – The Campaign Message recognize what the next big thing is confidence early adopters authority really valued opinion well respected influence by acts everyone else pay attention to trusted
- 30. Stage 1- Media Planning & Creative actions
- 31. Stage 2 - Media Planning
- 32. Stage 2 - Creative Actions
- 33. Stage 3 - Media Planning
- 35. Stage 4 - Media Planning & Creative Actions Click here to see the Audiovisual Mapping!
- 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. 5 - Evaluation
- 38. Recommendations Sales staff training Regular updates on Social Media Support the Buzz Lexus in Japan From Inspiring to Influence the world! Powerful concept Integrated media plan Participative actions with Japanese Conclusion
- 39. Thanks for your attention Be the next brand to INSPIRE the World with ADSS Advertising!