This document outlines a marketing plan for Lexus with three key pillars - highest quality cars and services, truly client friendly online services, and value for money. It proposes several ideas to promote these pillars including demonstrating the quality and durability of Lexus cars by putting one on a moving platform in a high-traffic area of Moscow for a month. It also suggests showing how Lexus online services can save customers time through initiatives counting how much money celebrities earn during typical online transactions. The budget is split between the three pillars with goals of generating over 150 publications, 3 million online views, and 100 publications respectively.

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2. ACTIVATIONS

3. GOALS & APPROACH
We promote
✓ Highest quality of Lexus cars and
services
✓ Online services
How?
WE ARE STORYTELLERS
So we are going to tell a great story

4. STORY

5. REALITY
What you get buying a brand new premium car…
Status? Popularity? New opportunities?

6. YOU BUY – YOU GET
Conservative
aesthete
Technology Driving experience Attitude

7. HONESTLY
Buying a new Lexus you simply
get
The best luxury car!

8. BEING THE BEST
The best ones are brave enough to claim it
Lexus.com offers
customers to
compare chosen
Lexus car with
competitors

9. BEING LUXURIOUS
Luxury is not just expensive
things
Luxury thing is the highest
quality item which keeps its
value as time goes by

10. PILLARS
Highest quality cars and
services
Truly client friendly online
services
Value for money

11. DON`TS
We are not going to propose:
Press trip to Lexus factory in Japan Bring Tanahashi Haruhiko to Moscow
Because it looks too obvious

12. IDEAS

13. PILLARS
Highest quality cars and
services
Truly client friendly online
services
Value for money

14. PROVEMENT
The highest quality car is the one which works perfectly for a very long time
We are brave enough to show exactly how it works

15. KEEP GOING
We`ll put Lexus on a moving platform in Moscow downtown
The car will be in motion for a month without a stop
Good opportunity to show key model Mechanism is similar to the treadmill

16. WHERE?
Places in Moscow downtown where target audience (TA) are passing by
TSUM Kamergersky alley
The platform will match the landscape

17. IT WORKS
The performance strictly delivers the key message: Lexus means quality
First ever done Story Right reason for press event
It`s important, right?

18. FINISH
The car drives down from the platform and arrives directly to the press-event
Journalists make sure the car is still perfect in and out

19. TIME IS MONEY

20. PILLARS
Highest quality cars and
services
Truly client friendly online
services
Value for money

21. PROVEMENT
The only reason for Lexus`s customers to come to showroom is to pick up a new
car
Everything else might be done online

22. WE CARE
Lexus`s customers are busy
persons
Online services help them to
waste less time in showrooms
Time is money

23. TIME IS RUNNING OUT
Special project with key media which shows Lexus online services (LOS) advantage
We`ll make time counters for TA to know that LOS save expensive time
Suggested online media:

24. TIME IS MONEY
During the time of the
user is online
Bill Gates (the richest
man in the world of 2014)
earns for
These much Lexuses
Time is expensive, LOS save the time

25. SERVICE COUNTER
Pick a body color* Get a credit*
LOS is fast and easy way to get any information about the brand
Common time of the user is online
*On Lexus.ru

26. QUALITY EVOLUTION

27. PILLARS
Highest quality cars and
services
Truly client friendly online
services
Value for money

28. PROVEMENT
Lexus is extraordinary quality and comfort conditions which worth paying
Extraordinary conditions for extraordinary people

29. YEARS OF SUCCESS
Lexus LS is the most expensive model
in the product line
In 2015 it`s been a quarter of century of quality
and comfort
Each generation has its vision of success,
wealth and quality
Each generation has its Lexus LS

30. ART PROJECT
In terms on Lexus LS 25 years
evolution we`ll show how requirement to
extraordinary quality has been changing
and who were its target audience
during this time
Photo exhibition of persons and the
highest quality conditions they afforded
and going to afford in future

31. TRENDY PEOPLE
Each generation has some extraordinary
moneymaking business
We`ll show who are these extraordinary
people (from 90`s till now)
We`ll create the portrait of future
extraordinary businessman

32. FACES & TIMES
1990`s 2000`s 2010`s 2020`s
Software RAP Music Social networks What`s next?
Bill Gates Nelly Mark Zuckerberg ???

33. WHERE?
Museum teams are ready to communicate
Multimedia art museum Pushkin Museum

34. BUDGET & KPI`S

35. SPLIT BY PILLARS
Highest quality cars and services
Budget:
₽
₽
KPI`s:
Over 150 publications
Specialized online/print
Business online/print
Lifestyle online/print
TV/Radio
Truly client friendly online services
₽
₽
Over 3 000 000 views
₽
₽
₽
Over 100 publications
Specialized online/print
Business online/print
Lifestyle online/print
TV/Radio
Value for money
Subtotal: ₽
Agency fee (%): ₽
TOTAL: ₽ (Incl. VAT)

36. WE ARE STORYTELLERS
THANK YOU!
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