In a 60 day prelaunch campaign on TV and outdoor, with the tagline "annoyingly close", we showed people who just could not wait for the new Lexus to arrive in Holland. This caused people to start telling their followers on Twitter how they recognized themselves in this. On the actual launch day, March 1st, we showed all these tweets in a newspaper ad. But more importantly, we invited people to tweet the same day using #ct200h, to express their excitement about this new Lexus being finally available. During 24 hours we showed all new tweets, even the negative ones, live on Holland's largest news website. Millions of visitors of the news website Nu.nl could also tweet directly from the page, making it as easy as possible to participate. People clearly liked seeing their own tweets on nu.nl, as Lexus soon became a trending topic on the day of launch.

In only one day tweets with #ct200h, of which 90% were positive, reached over 200,000 people (being half the Dutch Twitter population). The Lexus website was visited by 88,000 people, which is normally around 1,000/day. The number of online test-drive appointments made on that single day was twice the number of all appointments Lexus had seen in the whole of 2010. This massive response made the CT 200h instantly recognised as a desirable car, admired by many. Mid-March Lexus already had gained a segment share of 10%, making it one of the most successful and engaging car introductions in Holland.