Media > Target Audience
LEXUS REACHES THE SUPERAFFLUENT
TEAM ONE ADVERTISING, El Segundo / LEXUS / 2004
Awards:
Overview
Credits
OVERVIEW
Audience
Our communication goal was to create a cost-efficient integrated program to launch the Lexus LS redesign, specifically targeting affluent and “superaffluent” business professionals (HHI $300K+). It was important to communicate via multiple touch points to ensure frequency, receptivity apertures and impact for the advertising message.
Effectiveness
The integrated campaign generated 2,059 visits to the terminal’s custom Lexus site from a truly “superaffluent” business professional target. In addition, there were 17,631 visitors that came from Bloomberg.com to the LS launch site. Overall, the Bloomberg partnership allowed Lexus to generate interest from an affluent audience within a niche environment.
Execution
As the flagship of the Lexus model line, the advertising message described the new LS as a “marvel of engineering, triumph of technology and benchmark of design.” To enhance the overall impact of the LS effort, message reinforcement was seamlessly integrated throughout the various Bloomberg media properties. The print ad placement in Bloomberg Markets provided editorial synergy with the Professional Service terminal, by redirecting readers to a custom Lexus site on the terminal.
MediaEffort
LS television spots ran within Bloomberg Television programs on the Bloomberg digital cable network, Bloomberg.com, and Bloomberg Professional Service terminals. Streaming video on Bloomberg’s Web site and service terminals provided message reinforcement. Online web banners and a custom Lexus site on the service terminals generated traffic to the Lexus LS launch site. The LS print ad in Bloomberg Markets magazine provided a special code, “LEXU”, to redirect readers to the terminal’s custom site.
MediaStrategy
DYG Trend Monitor research showed that affluent consumers were disenfranchised with financial, social, political and religious institutions they once deemed trustworthy. As a product deemed the “Finest Luxury Sedan in America” by AMCI, we looked to align the Lexus LS communication with partners that our consumers viewed as trusted resources. Bloomberg, the leading financial information and news provider for business professionals, provided the right positive association and target audience for Lexus. We created a first-ever, fully integrated media execution with Bloomberg to capture this elusive affluent audience through their various assets including television, proprietary service terminals, Web site and magazine.
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