Media > Target Audience
PURSUIT OF THE PERFECT SWING
TEAM ONE ADVERTISING, El Segundo / LEXUS / 2004
Awards:
Overview
Credits
OVERVIEW
Audience
Lexus’s ESPN Golf partnership extends the “Passionate Pursuit of Perfection” by reaching out through media to deliver relevant, useful information to the target audience. This relationship builds on the passion that affluent men have for golf and ties into Lexus’s corporate message utilizing Broadcast, Interactive media and event marketing.
Effectiveness
The program is exceeding expectations. Broadcast impressions are pacing at 140% of estimates through the campaign’s first six months. Interactive traffic estimates are at 110% of estimated delivery. Golf school attendance is pacing ahead of projections with 11% of attendance, with only 8% of the classes completed.
Execution
The relevance of the media is in its proximity to live sports programming and in the platform used to distribute it. Partnering with a recognized leader such as ESPN/ABC Sports, Lexus is able to link the sponsored content of the tip vignettes to world-class golf tournaments. The alignment with this genre enhances impact of the program by making it timely to the viewer and in synch with their mindset as golf aficionados.
MediaEffort
The program naturally extends beyond Broadcast television and into Interactive media and event marketing. Content created for Broadcast television was utilized on the ESPN.com Motion program that streamed the tip vignettes and :30 commercial units to Interactive users, adding exposure to light television viewers. "ESPN Golf Schools Presented by Lexus" brought the experience down to the individual consumer level and allowed Lexus to interact directly with consumers. Together, these elements reached consumers at many levels.
MediaStrategy
For fifteen years, Lexus’s brand strategy has focused on their passionate pursuit of perfection to build the finest luxury vehicles in the world. Our marketing challenge has been to deliver aspirational experiences from the company that pursues perfection, to ensure Lexus is viewed beyond a commodity in consumers’ minds. Exclusive ownership of the ESPN golf partnership provides Lexus prospects an opportunity to perfect their own passion. Perfection in golf is provided through golf tip vignettes that air on ESPN, ABC and ESPN.com, as well as through one-and three-day Golf Schools in 48 cities throughout the United States.
SpecialCredits
Monique Morin, Ann Stefano
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