To promote this innovative vehicle in a traditional medium like the Wall Street Journal, we used the space in an innovative way with multiple high-impact creative units each touting one of the world's firsts in the LS. For example, a car "parks" in between columns of editorial to tout the self-park system. The four-zone climate control was promoted by using four corners of a spread (an innovative way to get the impact of a spread for the price of a page). Many of these breakthrough media buys had never been negotiated before.Over the course of the 4-week newspaper schedule, the reader was exposed to 19 newspaper insertions that worked together to deliver the message of cumulative innovations. While each unit delivered a singular message, collectively, they made a much larger statement about how the LS inspires an industry.

The newspaper ads successfully generated significant lift in consideration and impressions of Lexus, by appealing to the Wall Street Journal reader in a unique way:-Some individual executions generated recall as high as 93%-79% of respondents credited the Lexus LS as the leader among vehicles in its class-65% of respondents agreed that they would "Consider purchasing a Lexus LS"-In three months, Lexus' share of sales in this segment increased from 21.7% to 39.4%, taking Lexus from #3 position in the segment to #1 position, ahead of both Mercedes and BMW.