Lexus: “Fascination beyond the boundaries of imagination”
08 FEB 2012
Düsseldorf: The new umbrella brand campaign for the Japanese premium automobile manufacturer Lexus is presented in a confident and dynamic manner in 2012. Across all model ranges, the campaign images realised by the Düsseldorf agency Saatchi & Saatchi appear with a consistent and recognisable look. Lexus invites car enthusiasts looking for something special and extraordinary to experience fascination beyond the boundaries of imagination.
In all campaign images, the focus is always on a Lexus model as the brand representative. In January, the campaign kicked-off with the Lexus CT 200h, the first compact full-hybrid in the premium category. The unique full-hybrid technology, which is available for a total of four Lexus models, offers car enthusiasts fascinating driving dynamics at astonishing emission and fuel consumption figures. The loyalty of the customers as well as their extraordinarily high level of satisfaction with their vehicles makes Lexus the ideal ambassador for the brand. So it is only consistent that the Düsseldorf advertising experts place the focus on the vehicle itself - positioned in a uniform manner across all advertising materials. The current campaign will be continued with the launch of the new Lexus GS in the summer of 2012.
"Saatchi & Saatchi has managed to create a completely new brand appearance for the Lexus," explains Michael Potthast, Head of Marketing at Lexus. "The new face and tonality of the brand aims to help Lexus land on the list of consumer favourites for buyers of premium vehicles in Germany".
The campaign was launched nationally in consumer magazines, online and on the radio in January. On a local level, the new umbrella campaign is extended by the Lexus dealerships with print ads in daily newspapers, 18/1 posters, local radio spots and mailings.
On the agency side, the following people were involved in the realisation of the campaign: in the account department: Nils Ammann, Silke Grafarend, Kerstin Hasperg, Stephan Hörsken, Marion Kretzer-Worm. In the creative department: Andreas Engel, Joern Engler, Andreas Gröger, Fabian Haumann, Dennis Junck, Nathaly Neusser, Marco Obermann, Alexander Reiss, Julia Schmitz sowie Petter Wenseler.
The key contacts at Lexus are: Michael Potthast (Head of Marketing), Gunther Klamp (Dealership Marketing).
Saatchi & Saatchi Germany is the Lovemarks Company that accompanies brands such as Toyota, T-Mobile international, Sony Ericsson, Scout24, dm-drogeriemarkt, Pampers, AggerEnergie, PRIMAGAS, Ariel, A.T.U, vivesco, Voltaren, Otriven, Fraport, Volvo, World of Warcraft and SCHOTT Solar on their way to becoming a Lovemark.