2014 Lexus CT200h advertising campaign 1
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2014 Lexus CT200h advertising campaign
Project overview & Background Lexus CT200h premiered in 2010 as the only dedicated hybrid vehicle within the premium compact segment. Over the past couple of years, it has provided fuel economy that is paired with luxury as well as a collection of state-of-theart safety features. The 2014 CT200h is schedule to hit the market soon, and Lexus has expressed interest in taking a new approach for its marketing. For the past couple of years, Lexus has been focusing on highlighting not only the vehicle’s performance, but its features as well. Current advertising promises a “Memorable Performance” and goes into great detail when it comes to the vehicle’s interior as well as exterior features. The Lexus CT200h, in particular, has been selected as the vehicle to reach out to a new target audience: Millennials. The stylish CT200h has an attitude and driving dynamic unlike any other Lexus hybrid, and it easily has the potential to excite eco-conscious, young consumers.
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Project Overview & Background
All while symbolizing urban, luxury living. The CT200h is not just about being a hybrid, it’s about having fun and going as far as you want to go. The Lexus Group, headed by managing officer Kiyotake Ise, coordinates the worldwide operations of Toyota’s luxury division, Lexus. In the United States, Lexus operations are headed by Jeffrey Bracken, group vice president and general manager of the United States division, located in Southern California. While organizationally separate from its parent company, the Lexus Group reports directly to Toyota Motor Corporation President and CEO, Officer Akio Toyoda. Creative: Team One USA is a full-service communications company. As a division of Saatchi & Saatchi, North America Inc, it is a fully owned subsidiary of Publics Groupe, the third largest global agency. Executive Creative Director, Alastair Green will be making all creative decisions for this particular advertising campaign.
jeffrey bracken
akio toyoda
alastair green
Project Schedule Lexus CT200h premiered in 2010 as the only dedicated hybrid vehicle within the premium compact segment. Over the past couple of years, it has provided fuel economy that is paired with luxury as well as a collection of state-of-theart safety features. The 2014 CT200h is schedule to hit the market soon, and Lexus has expressed interest in taking a new approach for its marketing.
Wednesday, October 30
Monday, November 25
Monday, November 4
Thanksgiving Weekend
• Moodboard Presentation • Brand Persona of Target Audience • Project Schedule • Creative Document Outline Meet with Creative Director
Wednesday, November 6
• Finalize Creative Document • 10 Thumbnails for Print Ads
For the past couple of years, Lexus has been focusing on highlighting not only the vehicle’s performance, but its features as well. Current advertising promises a “Memorable Performance” and goes into great detail when it comes to the vehicle’s interior as well as exterior features.
Monday, November 11
The Lexus CT200h, in particular, has been selected as the vehicle to reach out to a new target audience: Millennials. The stylish CT200h has an attitude and driving dynamic unlike any other Lexus hybrid, and it easily has the potential to excite eco-conscious, young consumers while
Monday, November 18
• 1 Digital Draft for Each Print Ad Revise Drafts with Creative Director
Wednesday, November 13
• 10 Thumbnails for Guerilla Ad Group Critique/ Progress • Show Print Ads & Guerilla Ads • 5 Thumnails for Digital Ad/App Group Critique/ Progress
Wednesday, November 20
• 2 Digital Drafts for Digital Ad/App Email Digital Draft for Revision
• Revise Digital Ad • 10 Thumbnails Environmental Ad • 1 Digital Draft Environmental Ad • Revise Environmental Ad • Finalize Guerilla Ad • Finalize Digital Ad/App
Monday, December 2
• Begin Deck Layout • Finalize Environmental Ad Meet with Creative Director
Wednesday, December 4
• Continue Work on Deck Layout • Finalize Digital Files Final Feedback Before Final Layout
Monday, December 9 • Finalize Deck Layout
Thursday, December 12
• Begin Presentation Formatting
Friday,December 13
• Present Final Deck to Client
Project Overview & Background
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Visual Inventory When it comes to current advertising, the combination of extravagant venues and attire makes for a highly elite feeling. It quietly implies that only the most prestigious members of society would be able to join the world of Lexus and feel comfortable in it. All advertising positions the vehicle either by a nighttime cityscape or next to an elegant valet drop-off. There is nothing particularly special about the advertising, as it could easily be confused for another brand. The name of the car and price are the most prominent aspects of the ads, and the desired mood is not clearly expressed. The current advertising definitely fits with traditional vehicle advertising. Though Lexus has recently been known as a brand that is preferred by older consumers, it has realized that there is great opportunity to expand its consumer base.
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Project Overview & Background
Project Overview & Background
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company background Lexus is Japan’s largest-selling make of premium cars. It is the luxury vehicle division of the Japanese automaker “Toyota Motor Corporation”. Since 1989, Lexus has been a part of the U.S. market, and is available in over 70 countries and territories. Ranked amoung the ten largest Japanese global brands in market value, and with the US being its largest market, Lexus strives to express ‘luxury’ and ‘elegance’ across all media platforms. Lexus vehicles have outperformed other manufacturers in successive years in building quality owner satisfaction and reliability in industry ratings. Lexus vehicles are consisently ranked better in terms of ride, handling and performance. So much so, that J.D. Power and Associates has named Lexus most reliable brand for many consecutive years. The Lexus CT200h is no exception, and is meant to appeal to those who have considered a Prius, but want luxury and sport.
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Project Overview & Background
Lexus has a well-developed reputation of higher quality and dependability for lower price than its competitors. It has sponsored various sporting and charity events, including the following since 2007: • U.S. Open Tennis Grand Slam • U.S. Golf Association U.S. Open • U.S. Women’s Open • U.S. Senior Open • U.S. Amateour Tournaments Lexus has hosted the annual Champions for Charity golf series in the United States since 1989, and endorses athletes such as Andy Roddik, Annika Sörenstam and Peter Jacobsen. It takes part in two other philanthropy events: the Lexus Pursuit of Potential and the Lexus Eco Challenge. In all aspects, Lexus strives for quality, luxury, and superior customer service.
category review lexus ct200h
– Starting at $32,050
A 42 mpg combined rating, along with a remarkably low 0.29 coefficient of drag, is astonishing enough, But what is truly remarkable about the CT is that it’s so easy to forget you’re in a hybrid at all. While its efficient engine and aerodynamic design fuel your passion to save at the pump, its agile, responsive handling fuels your passion to drive. Suspension The LexusCT200H wields a MacPherson strut suspension in the front as well as, in the rear, a fully-independent doublewishbone suspension for steady handling. Yamaha® Lateral Performance Damper The lateral performance dampersin the front and rear of the CT provide additional rigidity to the chassis while minimizing vibrations. This results in enhanced handling, and a more linear steering feel that results in an invigorating ride.
Transmission The CT is equipped with an Electronically controlled Continuously Variable Transmission (ECVT) to utilize power, torque and fuel most efficiently. Features Dual-zone automatic climate control and heated seats provide personalized convenience for both the driver and passenger. Both rear seats have the capability of being folded, or with a 60/40 split, offering over 30 cubic feet of room that can accommodate cargo of multiple shapes and sizes. Easy access to the cargo area, along with the five-door design, provides the ultimate in convenience and versatility. Passenger-side dash panels are offered in three trims: genuine bamboo, striated graphite metallic and genuine matte brown ash burl. This kind of fine craftsmanship reminds you that the CT is not only a hybrid, but a luxury car as well.
Category Review
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lexus RX 350
– Starting at $39,760
A 21 combined rating, along with a 270 horsepower and 3.5 liter V6, this vehicle is impressing enough. But as the very first luxury crossover, the Lexus RX invented a language of its own. With its innovative approach to design, safety, and utility, the RX translated the needs of discerning drivers into a new expression of luxury. Unconventional Efficiency The 3.5-liter V6 Atkinson-cycle engine is able to convert more of the energy generated during combustion into mechanical energy than conventional engines. This innovative system contributes to low emissions and enhances fuel efficiency. Exhaust Heat-Recovery System The RX Hybrid captures, cools and reuses exhaust gas, reducing emissions and providing best-in-class fuel economy. A portion of these gasses is used to warm up the engine, significantly shortening the time it takes the RX to reach a temperature to function on battery power alone.
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Category Review
Intelligent Shift Control The RX Hybrid is the first hybrid vehicle to feature Intelligent Shift Control, a system that can estimate whether you are traveling uphill or downhill and automatically provide the optimal engine response. Or you can manually shift for greater responsiveness and maneuverability. Features With luxurious seating for five, split rear seats that fold effortlessly with remote levers and vast cargo space, your RX is ready to help you do whatever your busy schedule demands. The power rear door of the RX offers remote keyless access to the rear storage area. An elevated display screen is designed to sit high and deep into the dashboard to allow convenient viewing. The available heated and ventilated front s eats can be personalized using three separate settings each for heating and cooling.
lexus 600h l
– Starting at $120,060
A 20 mpg combined rating with a438 total system horsepower. Generations of the LS have inspired an entire industry through visionary innovation, craftsmansip and design. And the 2014 LS Line is no exception with its exhilarating performance, brilliant technology and bold styling inside and out. All-Weather Drive To help provide even more traction and command, all-wheel drive is available for every LS model. The system distributes power to the wheels with the best grip, helping to improve traction and control while delivering greater command during acceleration and cornering.
High-Performance Hybrid With 438 total system horsepower and a 0to-60 time of 5.6 seconds, it’s no wonder the LS 600h L is a leader among luxury hybrids. After all, from launch it was the world’s first prestige luxury and AWD V8 hybrid, and it hasn’t slowed down since. It pairs a powerful 5.0-liter V8 gasoline engine with cutting-edge hybrid technology todeliver smooth seamless power you’d expect from a Lexus.
Category Review
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target audience review
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Target Audience Review
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S h o pp ing
business objectives & design strategy For the past couple of years, Lexus has been focusing on highlighting not only the vehicle’s performance, but its features as well. Current advertising promises a “Memorable Performance” and goes into great detail when it comes to the vehicle’s interior as well as exterior features. The Lexus CT200h, in particular, has been selected as the vehicle to reach out to a new target audience: Millennials. The stylish CT200h has an attitude and driving dynamic unlike any other Lexus hybrid, and it easily has the potential to excite eco-conscious, young consumers. All while symbolizing urban, luxury living. The CT200h is not just about being a hybrid, it’s about having fun and going as far as you want to go. Lexus advertising, as well as most automobile advertising, focuses too much on dark colors. With this particular campaign, more lively shades of orange and blue were chosen in order to stand out from the ads of competitors.
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Business Objectives and Design Strategy
GoBold was chosen as the typeface for advertising due to its strong yet youthful presence that is much heavier than the standard Nobel font family previously used as the Lexus brand standard. In order to guarantee the success of this advertising campaign in the increase of awareness and consideration for the Lexus CT200h, the campaign has been divided into three key sections. The three sections are: Engage, Inspire, and Empower. We want to, in the end, empower individuals to believe in themselves and their impact on the world through. They can go where no one has gone before, because Lexus is there to help them along the way. Adventure is what Millenials want, but they don’t want their hand held every step of the way. We just happen to provide the high-quality vehicles to get them started on their journey. Millenials appreciate minimalism, and need to understand that they do not need to sacrifice luxury for sustainability. This is where both worlds finally collide.
engage
inspire
empower
Business Objectives and Design Strategy
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engage guerilla installation In order to engage the audience, the first phase of this advertising campaign will be aa guerilla installation featuring surreal locations from around the world. Most individuals will not know these places indeed exist in real life, until the image’s location is revealed on the corner of the screen. An open retail spot will be converted into an exhibition space with nothing but wall-to-wall screens and the Lexus logo covering the ceiling. There will be no more explanation, other than the tagline “Go Where No One Has Gone Before” placed at the entrance of the exhibition. The installation will be placed in a retail spot near the high-trafic-area that is 47th street in New York City. Just steps way, one can find Times Square and the Diamond District, not to mention that the Ethel Barrymore Theater is right nextdoor.
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Business Objectives and Design Strategy
The Diamond District is one of the five primary centers of the global diamond industry. There are approximately 2,600 independent businesses located in the district alone, making for high foot traffic. Along with the Ethel Barrymore Theater, 47th Street is also home to other signature broadway theaters including Brooks Atkinson Theater and the Biltmore Theater. This prime theater location, combined with the popular tourist attraction that is Times Square, is sure go guarantee high foot traffic and an impressive number of impressions that will most definitely build up publicity and introduce the target market to the campaign. *Will take place opening night of “A Raisin in the Sun” March 2014.
Business Objectives and Design Strategy
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inspire print ads The print ads are where the campaign really comes to life, revealing locations that are simply breath-taking and inspire the viewer to go out into the unknown and explore what this beautiful planet has to offer. With the Lexus ct200h, traveling has never been easier. The distances one is able to travel without having to fill up the tank are incredible, and save the driver from having to worry. Instead, one can simply relax and embrace their inner explorer and adventurer. Millennials don’t like to be told what to do, but this print ad is not telling. Instead, it is suggesting something that is already in the minds of Millennials, it’s just that very few actually act on it. Lexus is inviting them to follow their insincts, and explore. LEXUS CT200H – FLY GEYSER, NEVADA
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Business Objectives and Design Strategy
LEXUS CT200H – SALAR DE UYUNI, BOLIVIA
LEXUS CT200H – MOUNT DANXIA, CHINA
Business Objectives and Design Strategy
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commercial The commercial consists of thirty seconds, a car driving in space, and a young couple talking about their final destination. The woman has become a bit restless, and the man shows no signs of stopping as he is heading away from Earth. According to the official press release, the Lexus CT200H was created not only to bring the benefits of a hybrid into a luxury vehicle, but also to have fun. The man is enjoying the drive so much that he does not notice earth staying further and further back. Finally, the last frames feature the tagline “Go Where No One Has Gone Before� to reinforce the inspiring message seen throughout other media.
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Business Objectives and Design Strategy
Business Objectives and Design Strategy
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Billboard The billboard continues with the same message as the print ads, reinforcing the inspirational message of going where no one has gone before and exploring with Lexus what this world has to offer. The billboard would be placed along freeways in high-traffic locations including Los Angeles, Dallas, New York, and Austin.
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Project Overview & BackgroundHarumquist harum hiti
empower phone app After having inspired individuals to go where no one has gone before, Lexus will take it all a step further and actually provide a way for them to be able to fulfill their desires to explore. This application functions as a personalized navigation system that can lead you to places you have never been to before. Now, this does not have to be a location that is thousands of miles away, since the idea is that any place you have not visited is worth exploring. Locations of longer distances are also offered, but the application is also perfectly functionable if used for everyday, short trips to new restaurants. This is the final stage of the campaign, developing loyalty through an identity Millennials can identify with and a life motto they can see themselves following.
Project Overview & BackgroundEs
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Alexandra Contreras ART 331- Ad Design Ad Campaign
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