Lexus introduced two new models to its IS range: the Lexus IS 250C convertible and a performance sedan. The digital campaign utilized rich media banners, online videos, emails, and social media on Facebook to raise awareness of the new models and drive traffic to the Lexus website. The goals were to increase brand awareness, generate test drive leads, and boost website traffic and engagement time. The results included doubling website traffic, exceeding the rich media engagement time goal, and generating over 1400 sales leads.

1. Toyota Lexus – IS Range Campaign

2. Introduction
• Lexus is the luxury vehicle division of Japanese
automaker Toyota Motor Corporation
• The Lexus marque is marketed in over 70
countries and territories worldwide
• Since its inception in 1989, Lexus has expanded
its line-up to meet the needs of global luxury
customers

3. Situational Analysis
• Toyota Lexus was adding two new models to
its IS range
LEXUS IS 250C LEXUS IS PERFORMANCE SEDAN

4. Situational Analysis
The two versions were :
A convertible
A performance
sedanAnd

5. Objective
To introduce the two new models
LEXUS IS 250C

6. Objective
To create halo interest in a third model

7. Targets
Raise brand awareness
Deliver test drive leads to the Lexus IS range
 Increase traffic to Lexus.co.za from 10,500 to
16,000 per month
Rich media engagement time of 25 seconds
1408 test drive requests

8. Strategy and Execution
Digital campaign
 Focused on creating
beautiful visuals and
hard hitting facts in a
captivating way on the
campaign website

9. Strategy and Execution
Rich media banners
 Flash banners featured
striking visuals and hard-
hitting facts
 Used the prism effect to
illustrate the two new sides
of the Lexus IS range
 Every rich media banner
expanded to a Nano-site
driving traffic to the
campaign site

10. Strategy and Execution
Online Video
 Various videos of all IS range
models were available on all
the digital channels
 Making of the commercials
was also available online
 Increased online views
resulted in video being
showcased in mainstream
media

11. Strategy and Execution
E-mailers
• Sent to existing Lexus database
subscribers as well as various niche
databases
• Recipients could book a test drive or visit
the website for more information

12. Strategy and Execution
Social Media
• Embedded a trimmed-down version of the website
inside the Lexus Facebook page
• Fans got a taste of the campaign on Facebook

13. Results
Traffic to Lexus.co.za doubled for the
duration of the campaign
Rich media average engagement of 78
seconds
1420 leads generated

14. Learning and Conclusion
• Creating a captivating visual effect through digital
media can tempt users to experience the product in
real life
• E-mailers targeted at the relevant markets facilitate
increased website traffic and sales leads
• A viral online video automatically translates into it
being showcased in mainstream media channels

15. Thank You!