Lexus IS C Campaign: Live a little, a lot.
May 18, 2009 by Kori Ellis
Filed under Marketing
With the debut of the all-new 2010 Lexus 2010 IS C retractable hardtop convertible, Lexus is launching an multi-dimensional, integrated marketing campaign. The campaign aims to emphasize the car’s adventurous side, targeting thrill-seeking consumers.
“The IS C gives Lexus the opportunity to reveal its more dynamic and playful side,” states Dave Nordstrom, vice president of marketing for Lexus. “For the launch of the long-awaited IS C, we created a new advertising campaign that allows us to showcase the vehicle’s unique personality and give consumers a glimpse of the adrenaline rush the IS C delivers.”
Image: Lexus
The campaign includes three IS C broadcast spots, one IS full-line spot, print ads, interactive elements, mobile components and Lexus sponsored events, using the tag line, “Live a little, a lot.”
The three TV spots are titled, “Hop In”, “Running” and “Look Out,” while the full line spot (which features all the vehicles in the Lexus IS line-up), is dubbed, “Scream.”
The spots began running today (May 18) on prime network and cable stations. They will also run on the websites for ABC, NBC, CBS, FOX, Hulu, ESPN, Comedy Central, Vogue.TV, AskMen.com, Car and Driver, Road and Track, Facebook and YouTube.
Interactive elements include Lexus as the first and sole sponsor of the ABC video channel on YouTube, as well as the new ABC news YouTube channel. Lexus is also partnering with Brash Media to sponsor their “Guys Getaway” editorial feature. Additionally, their interactive partnership components will include the following with UrbanDaddy.com:
Lexus IS C will be the exclusive sponsor of the Urban Daddy digital lifestyle concierge and microsite, which will also offer consumers the first iPhone app from both brands. The application provides a taste of cities’ of-the-moment hot spots and trends with a real-time entertainment concierge and itinerary building service.
Additionally, as part of the Lexus IS C campaign, readers can visit the “Randomize Your Night” site on Urban Daddy’s home page, created specifically for Lexus. Hit the “Randomizer” button, and be provided with a real-time itinerary based on specific inputted criteria and Urban Daddy’s archived library of hot happening city experiences. Cities include New York, Los Angeles, San Francisco, Chicago, Miami and Las Vegas.
Mobile elements will be a big part of the effects in the launch campaign with ESPN and UrbanDaddy’s first ever iPhone apps. They will have additional presence on Wired.com and Style.com iPhone applications, as well as the Wall Street Journal Blackberry app. Fast Company and Askmen.com mobile WAP sites will be involved as well with traffic being driven to m.lexus.com — Lexus’ WAP site.
For more information on the brand new IS C, check out Lexus.com. The vehicle has a base MSRP of $38,490 for the IS 250 C and $43,940 for the IS 350 C.
Check out the three IS C spots, as well as the full-line commercial, “Scream,” below.
What could make this campaign memorable is if they reshot those spots switching gender.
Switching genders wouldn’t make much sense though because the woman wouldn’t be able to afford a Lexus as she would just be working at home taking care of the kids. And the husband wouldn’t buy her one because she would need a station wagon to take the kids to soccer practice.