In launching the new 2021 IS sport sedan, Lexus had to overcome two things: counteract the SUV craze stealing sedan buyers away, and attract younger affluent buyers with SUV sales showing no signs of slowing.

We set out to drive awareness and consideration of this model in order to solidify the IS’ identity in a market under immense pressure, and leverage it as a gateway for younger buyers into the Lexus brand. Historically, the IS attracts the youngest, most diverse buyer in the Lexus lineup, but these same buyers were migrating to SUVs as they navigated new life stages.

We had to reinvigorate desire for sports sedans AND convince these younger buyers the exhilarating sport sedan experience they're seeking can only be found in the Lexus IS.

Our “Fiercely Authentic” audience isn’t beholden to tradition or fads - they’re confident of the identity they’ve built and united by their ambition to go unapologetically all in on the things that set their soul on fire.

Our strategy was to reach our target as they immerse themselves in each of their unique interests. We evaluated and narrowed down our list of partners based on high-impact first to market opportunities, the ability to create memorable alignment by authentically integrating the IS into their interests, and partners that would participate in our industry leading global frequency management across linear TV and digital to create cost efficient unique reach at the household level.

This campaign launched in the midst of COVID; therefore, we knew that in-home technology was an essential way in. With emphasis on Podcast, Streaming TV, and Smart Speaker environments, we pivoted our out-of-home budget to focus on in-home.

Over the course of two months and with the help of 86 individual media partners, we activated a cross-channel strategy that delivered 90MM targeted and 1.4B 25-49 impressions. The plan made brand history with 14 of our initiatives being a Lexus First program, 13 as First to Market opportunities, and 3 as an innovative first across the Auto Industry.

The campaign entered homes, integrating Lexus into smart home technology such as a custom IS brand page on Amazon Fire TV, a custom mini-skill on Alexa, Google Assistant, and Sonos smart speakers.

We pushed the limit making seemingly crazy ideas come to life, building a custom IS with playable turntable in the dashboard, a Gamer’s IS with a custom built PC and promoted live on Twitch, crafted a custom sneaker inspired by the IS silhouette and materials, and even hosting a downhill race between a professional driver and downhill skater.

This campaign captured the excitement of this vehicle, and the deep passion with which our audience lives their life. This not only drove interest for a model in a segment that had declining mass appeal, but authentically engaged a younger affluent audience that had been notoriously hard for the Lexus brand to reach.

It turns out our target was “all in on the sport sedan,” too.

- MOST EVER MONTHLY LEXUS.COM VISITS

- 100 MILLION VIDEO VIEWS

- 1 BILLION TOTAL IMPRESSIONS

- MOST EVER COMMENTS ON LEXUS SOCIAL CHANNELS

- #2 FASTEST SELLING CAR IN THE COUNTRY (the only sedan in top 10)

By going all in, we were in fact rewarded with the richest experiences (and results!).