Lexus hopes to reach a broad group of consumers who share a common mindset with the campaign for the RX luxury crossover.
The media buy aims to educate and inspire shoppers to “never lose their edge” by spotlighting 27 personalities and influencers across fashion, sports, fitness and culinary.
The effort also represents Lexus’ largest investment in audio to date.
Finally, Lexus will introduce several new media partners, many of which are diversity-owned.
“We have incredible new products, exciting partnerships, and an emerging market of future guests who are challenging us to enter new spaces as a brand,” says Vinay Shahani, vice president, Lexus marketing.
Part of this “ever better” mentality is constantly studying customer needs to ensure products exceed their expectations, and the company’s marketing strategy resonates with them, Shahani said during a media briefing.
“Because of that, we know that our guests are creative, diverse, open-minded, thoughtful and confident,” he says. “ As a group, they're very discerning and they want support brands whose views align with their own. And while cars are a practical investment for them, our guests still view them as an opportunity to express their unique style and adventurous side.”
The general market spot, "Unfollow,” which is a reimagining of “The Wizard of Oz,” is rooted in that “ever better” mentality, he says.
“The direction for the campaign is never lose your edge and what that means to us,” Shahani says. “Like the RX, the guest is not content staying the same or taking the expected path in life. They strive to get out of their routine, challenge convention and refuse to give it into complacency, and the RX is the perfect compliment to that journey.”
“Quiet Night” shows how the technologically advanced and stylish all-new RX serves as the perfect companion to a Black visionary in his quest to pen his legacy on his own terms. “Radio Duel” is a recognition of the multifaceted, ever-evolving nature of the Hispanic community, reflected by the intuitive technology found in the all-new RX. “Extra” aimed to be a celebration of what makes the LGBTQ+ community and the all-new RX truly unique.
Team One created “Unfollow” while Walton Isaacson was responsible for “Quiet Night,” “Radio Duel” and “Extra.” IW Group created “Drive Within Us” and “See the Future.”
Five custom media programs will roll out over the coming months, including one focused on Amazon Ads and Whole Foods Market. Lexus is creating custom on-demand video content for Fire TV viewers featuring Culinary Masters Ludo Lefebvre and Dean Fearing preparing tailgating foods with ingredients from Whole Foods Market.
The videos will integrate the all-new 2023 RX 350h. Whole Foods Market customers will be able to taste the recipes, meet the chefs and experience the RX 350h in person at pop-up tailgate events at Whole Foods Market stores in Glendale, Calfiornia (Oct. 7 with Ludo Lefebvre) and the Domain in Austin, TX (Oct. 15 with Dean Fearing).
In a first-ever partnership with Spartan Race, Lexus will sponsor custom video content that will highlight a diverse range of people in the Spartan community who push themselves to never lose their edge. Lexus will also be positioned in front of Spartans throughout their race experience via on-site branding and an experiential touch point: the Lexus Discomfort Zone.
As the exclusive wellness media partner, Well+Good is working with Lexus to provide a premium immersive destination about longevity that includes talent-led custom video featuring the RX.