Media > Target Audience
YEO
TEAM ONE ADVERTISING, El Segundo / LEXUS / 2003
Awards:
Overview
Credits
OVERVIEW
Audience
The goal was to seek opportunities to broaden and deepen the Lexus business through a targeted sponsorship reaching young affluent professionals. Additionally, we wanted to enhance communications through multiple touch points:• Communicate to a captive audience of 4,700 multimillion-dollar company decision-makers on a consistent basis• Develop long-term, one-to-one relationships with members• Merchandise Lexus' partnership with YEO to the readers of Fast Company and Inc.• Receive continual promotion through YEO's print and online communications and onsite events• Take advantage of positive publicity and increased visibility among YEO's membership and the entrepreneurial community at large
Execution
Through a partnership with Fast Company and Inc. we succesfully aligned Lexus with an exclusive and elusive demographic by sponsoring a fully integrated programme with The Young Entrepreneurs' Organization (YEO). This organisation provides Lexus with exceptionally young as well as tremendously successful and affluent prospects. Affluents are the core of the Lexus target; however, young affluents provide an opportunity to energise the brand and to create a new regime of loyalists. YEO Membership is by invitation only and prospects must meet the following criteria:• Join by their 39th birthday• Be the founder, co-founder, owner or controlling shareholder of a company• Have gross annual revenues in excess of US$1 millionAs the idea generator of this campaign, we had to wear many hats (media experts, account managers, supervisors of the creative development and production, etc.) to implement this programme.
Idea
It is rare to have access to a group of individuals who fulfill this highly desirable demographic profile (average YEO member is 34 and has a company with sales over US$10 million). But through this partnership, Lexus not only gained access to this exclusive group, but also really spoke to them through an integrated programme. Effectively. Intimately. On their terms, in their language, featuring their members.This integrated programme featured multiple components, including:• Advertorial series showcasing YEO members• High visibility at events• Yearlong exclusive automotive sponsorship of YEO• Consistent promotion through YEO's print and online communications
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