|Lexus: L'Exhibition 2011|
For their Premier annual sales event, Lexus required a premium retail campaign that was guaranteed to provide cut through in a cluttered and competitive retail environment while also supporting their dynamic Brand Direction.
With four Special Edition models and a range of factory incentives on offer, L’Exhibition represents a real opportunity for Lexus to challenge the other players in the luxury market.
We created a national campaign covering TV, press and radio to reach all corners of the luxury market. The campaign remains true to Lexus’ Brand Direction while delivering the retail message in a sophisticated and elegant manner while maintaining all of the energy and urgency required to boost sales within a short period of time.
Given that L’Exhibition is a limited, once a year premier retail event and an opportunity for those not familiar with the brand to enter and experience the world of Lexus, we dramatised the special and fleeting nature of the event by aligning it with a similar event that only occurs once a year – the blooming of the Cherry Blossoms.