Shortlisted 2017AUTOMOTIVE BrandLEXUS EUROPELead AgencyZENITHOPTIMEDIALEXUS LIFE RXThe Challenge Lexus faces a brand barrier dominance from the well-established G3 We always have to outsmart big spenders who dwarf Lexus media spend 10 to 1 (MMS) Lexus’ perceptions are limited and generic (Gfk) We needed to achieve significant sales growth in a flat market In order to [...]
Highly Commended 2016Automotive BrandLEXUSLead AgencyZENITHOPTIMEDIA INTERNATIONALSTRIKING ANGLESThe Challenge Lexus is renowned for making high end premium sedans and SUVs. People perceive the brand as luxurious but expensive. Brand loyalists as well as new entrants into the brand tend to be mature buyers, hence an ageing customer base and slow growth. To achieve business ambitions, Lexus needed to [...]