Lexus is launching a campaign that celebrates the experience consumers have with the luxury automaker.
The effort includes a 3-D installation by perceptual art pioneer Michael Murphy featuring more than 2,000 suspended pieces of origami made from customer thank you letters. The 16-foot art piece hangs from six ceiling panels and a steel frame.
From one vantage point, the origami art pieces create the shape of the all-new 2018 LS sedan, while from another vantage point they take the shape of the Lexus logo. It was designed by the artist to be fully transportable, making it available for viewing at select corporate and dealer events across the country.
A 60-second spot, “Letters,” features excerpts from some of the touching letters while showing them being crafted into the art exhibit. A 1-minute and 50-second video details how Team One conceptualized and created the campaign. The video is being shared on Hulu and Pandora, as well as other strategic online and social integrations. It is also featured on the Lexus website.
“Lexus crafts experiences for its guests with the same level of care it crafts its vehicles,” said Cooper Ericksen, Lexus vice president of marketing, in a release. “Using actual letters sent to our dealerships shows how each interaction, large or small, makes the overall Lexus experience exceptional. These experiences are the very DNA of what makes Lexus, Lexus.”
One letter reads, “It is with a very grateful heart that I write you about your amazing employees,” while another adds, “Eric volunteered to come to my rescue that evening as soon as Lexus closed” and “Brad met me personally in the service bay.” A mother concludes with “This may seem like a little thing, but to a mom, these things really matter. My three-year-old even noticed, and said, ‘He wanted to be sure we were really safe, didn’t he?’”
Dealer commitment to going above-and-beyond customer expectations is the inspiration for the campaign. It is a pledge to value the customer as an important individual, to do things right the first time, and to always exceed expectations.
“The Lexus Covenant is what drives dealers and associates to treat customers as they would treat guests in their own home and to go to any lengths to serve them better,” Ericksen says.