Lexus Launches Big Campaign For ES

  • September 5, 2012

Lexus is launching a campaign, via El Segundo, Calif.-based Team One, to introduce the 2013 Lexus ES, it's top seller.The message is that when high-tech and high-style are combined with purpose, theresults can be dramatic.The first spot offers mirror image visions of architecture, pedestrians, cyclists, trees and bridges, through through which the 2013 ES drives, slowly being revealed as itrolls through the bifurcated world

A second spot uses infinite zoom as a visual device to deliver the message that the car keeps entrancing people who look at it or drive it. The viewer rolls through a city in which every car is an ES. The camera offers zoom-through views of the vehicles' technology, design, and interior. 

Three additional spots for African-American, Hispanic and LGBT audiences will also air at launch. Also on tap is a social media campaign called “Lexus Ignition” that will involve curation of start-up projects from entrepreneurs and innovators with Lexus’ digital communities voting for the products they like most via a custom Facebook app. 



Lexus says it will provide $100,000 in seed funding to four ideas that get the most votes. The automaker will also create a brand magazine on Flipboard, a social magazine designed for iPad, iPhone and Android. Lexus, which says it is the first automaker to do such a thing, says content from Lexus’ Twitter feed will help populate the Brand Magazine. Lexus will also run ads in the Flipboard channels of Esquire and ESPN.  Lexus will sponsor the ESPN Saturday Afternoon College Football Halftime Show. The sponsorship includes activations across online, mobile and tablet platforms.

The automaker is also going to be touting the ES  "Stunning Work of Technology" campaign on primetime TV across ABC and NBC, as well as a local Emmys sponsorship in Lexus top markets.  The automaker is also running online ads with page takeovers and pushdown banners. plus a print campaign Vanity Fair, Elle Décor and Sports Illustrated. Out-of-home elements include full-motion video boards at DC Gallery Place and digital boards in New York City’s Times Square. The “Split World” ad will run in more than 1,500 movie theaters in 183 markets.  

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