• Situation and Brief

Many car brands present in Motor Show event to communicate with prospect targets about their vehicles and promotion, but we would like to differentiate for Lexus RC 200t - a luxury sport coupe car - which its targets are the high affluent and niche in order to impress them.

• Objectives

To promote Lexus RC 200t to the core target through different and innovative media for creating an opportunity for test-drive, and leveraging brand image with amazing experiences.

Many car brands use Motor Show event to promote their vehicles, but this does not work with Lexus RC 200t whose targets are high affluent and niche. Therefore, we created different and innovative ambient media at the most desired restaurant - Iron Chef Table - for creating an opportunity for test-drive, and leveraging brand image with special experiences which is a surprise of exclusive dessert called ‘Armageddon’ inspired by the ‘powerful & luxury’ of Lexus RC 200t created by Iron Chef. The dessert was offered and presented to each prospect target by Iron Chef. Also, we created a surprise invitation for door-to-door delivery service for 3-day free drive of Lexus RC 200t that makes it even more special and impressive. All of surprise moment images were posted on Iron Chef Thailand and Iron Chef Table official Facebook Fan Pages as well as Instagram every day to build awareness.

To capture the prospect targets’ heart, we connected with them through an exclusive ambient media which is a special dessert inspired by Lexus RC 200t and created by Iron Chef in order to impress and make a special experience of Lexus RC 200t. The dessert called “Armageddon” representing the “Powerful and Luxury” of Lexus RC 200t would be presented to each prospect target by Iron Chef. The highlight of the dessert presentation are Lexus RC 200t start engine sound and the way Iron Chef offers the dessert. We created a surprise card offering 3-day free drive of Lexus RC 200t with a door-to-door delivery service that makes it even more special and impressive to the target. All of the surprise moment images were posted on Iron Chef Thailand (TV Program) and Iron Chef Table (Restaurant) official Facebook as well as Instagram every day in order to build awareness.