Challenge - Despite number one luxury new vehicle sales, Lexus trailed in certified pre-owned. To increase brand resale value, it was critical to boost CPO sales. Advertising had to drive highly qualified leads. Our target; consumers in the market for pre-owned luxury vehicles. Insight - The internet was where consumers were going for their information. Creative Idea - Create a '3rd Category,' for CPO on par with Auto Sites’ traditional new and used categories. Get every auto site to partner with us, and get that message out on those sites. Results - Lexus increased CPO sales 30% at launch; Highest market share gain in category (+14.5%).