BULLIED BY THE 'GERMAN 3'.

Lexus in Hong Kong has always been out-competed by BMW, Mercedes-Benz and Audi who command higher brand prestige. For every Lexus owner there are two BMW, two Mercedes and 1.5 Audi owners. The average annual media spend of the German 3 in 2018 was 2.4x that of Lexus. For the launch of its first Medium-Luxury SUV category vehicle, Lexus UX had to beat established market leaders — BMW’s X1 and the GLA from Mercedes-Benz.

As a luxury crossover designed for urban exploration, the imperative was to penetrate a segment of urban lifestyle enthusiasts.

BUSINESS OBJECTIVE:

- A goal of 120 units over the campaign period.

- Win market share over key competitors.

MARKETING OBJECTIVE:

- A goal of 364 high-temperature leads via a 50% completion of booked test-drives.

- A goal of 33% sales conversion from completed test-drives.

- Achieve campaign awareness and engagement.