The goal was to launch the next-generation Lexus ES 300 to a slightly younger audience (40 – 50 years). The ES 300 was positioned to appeal to individuals who are brand conscious, want luxury and seek the perceived best value for their money. The positioning of the ES 300 as "alluring" and the "A New World of Luxury" theme appealed to this highly educated audience.The ES 300 launch objectives were:Create maximum impact, excitement and PR "buzz" for the launch of the ES 300.

Maximize exposure of the ES 300 to the "intelligent affluent." Focus on environments synergistic with the positioning of the ES 300.Rise above competitive clutter.Drive traffic to the ES 300 launch site to generate leads.Target AudienceAdults, median age 45 – 50, HHI $100k+ These consumers are brand conscious, want luxury and seek the best in perceived value for their money. To this buyer, value is defined by the product offering, the strength of the vehicle’s image and a reasonable price. An integrated media platform was used to successfully launch the all-new ES 300. "A New World of Luxury" was communicated in each medium and placed in environments synergistic with the message.

BroadcastStunt tactics were employed to kick off the campaign in prime time and cable. A roadblock on NBC's "Must See TV" Thursday lineup was scheduled for impact. The spot in “The Tonight Show” complemented the live announcement by Jay Leno. Additional impact and exposure were created on cable networks with a horizontal roadblock from 8 – 10 p.m. across ten cable networks. Strong weight levels were utilized to break through the clutter during the seven-week launch for maximum exposure.

PrintPrint was utilized to set the ES 300 apart from its competition. An impact unit (gatefold) ran in ten targeted publications (e.g., Travel & Leisure, Bon Appétit, Gourmet, Architectural Digest), followed by spreads for the remainder of the campaign.The Neiman Marcus partnership provided a targeted opportunity to create desire for the ES 300 among the elite InCircle members. There were editorial features in the fall issue of The Book and five ES 300 vehicles were given to InCircle members that spend over $1 million per year.

Internet193 million rich-media banners were served to targeted search, auto and content sites during the launch. During the launch, every major auto site had the new ES 300 prominently displayed on their homepage. ES 300 creative was also served on AOL’s “Welcome Screen,” which was a first for advertising. Along with dynamic animation of the car, the creative allowed for users to request a brochure, a test drive, or find the nearest dealer without leaving the banner!Because of the propensity for young, affluent individuals to purchase new technology products like TiVo, a partnership seemed like a perfect opportunity to begin a relationship with a qualified group of potential Lexus buyers. The essence of the TiVo contest is to get television viewers to interact with the :30 ES 300 commercials rather than ignore or fast-forward through them. So we created a sweepstakes with TiVo where participants were encouraged to seek out and intently examine Lexus ES 300 commercials while they watched TV. Using the TiVo functions (Pause, Rewind, Slo-Mo, etc.) to look for clues, users would find the answer to a question about the commercial and then enter it at a specifically designed Web site, lexus.com/tivo, to enter the sweepstakes. The Lexus ES 300 sweepstakes plan involved pioneering new ways to effectively touch consumers through groundbreaking integration into a platform that’s supposed to let consumers ignore advertising. Out-of-HomeTo surround the ES 300 prospect with the launch message, a bulletin campaign in the 10 most affluent ES 300 sales markets was implemented. To supplement the bulletin campaign, the in-theater medium was utilized to reach prospects in Lexus's top 15 ES 300 sales markets. In-theater lobby displays in five markets complemented the commercials over a six-week period. The theaters were selected based on zip code and income data for targeted reach of affluent movie goers.Direct MailTo create anticipation and excitement for the all-new ES 300, an announcement mailing was sent prior to the official launch date in October. The mailer was sent to current ES 300 and RX 300 owners, ES 300 defectors and Neiman Marcus InCircle members. The mailing included a BRC that offered a request for information about the ES 300 in the form of a DVD or a brochure. Individuals that opted in for the DVD received it in October. Approximately 20,000 DVDs were requested. The theme, "A New World of Luxury," was the idea to create desire for the all-new Lexus ES 300. All communications conveyed this single-minded idea. The media team utilized environments that were synergistic to the theme-line as it was critical this message was conveyed properly for a successful ES 300 launch. Every medium was reviewed for synergy with the "New World of Luxury" theme and the ES one-word-equity, "Alluring." High impact stunts were utilized in TV, as well as targeted in-theater and lobby displays, targeted placements in print and interactive.

Overall, over two billion impressions were generated for the launch. The ES 300 launch campaign, "A New World of Luxury," was Lexus's biggest launch in a decade. Lexus's goal was to communicate that the next-generation ES 300 transcends the near-luxury category and sets the new benchmark for its competitors. The theme was woven throughout all advertising communications and brought to life in environments synergistic with the message and with the ES 300 one-word equity of "alluring." The integrated media strategy that was executed across several platforms created the excitement, impact and "buzz" for the ES 300 launch. The campaign successfully launched the next-generation ES 300, which is evident through the sales generated during the launch period. The ES 300 exceeded its sales objectives by 121%.

The theme, "A New World of Luxury," was the idea to create desire for the all-new Lexus ES 300. All communications conveyed this single-minded idea. The media team utilized environments that were synergistic to the theme-line as it was critical this message was conveyed properly for a successful ES 300 launch. Every medium was reviewed for synergy with the "New World of Luxury" theme and the ES one-word-equity, "Alluring." High impact stunts were utilized in TV, as well as targeted in-theater and lobby displays, targeted placements in print and interactive.

Overall, over two billion impressions were generated for the launch.