The Lexus RX was the car industry’s first luxury crossover. But since it started and defined that category, the RX hadn’t really changed that much. Our task was to announce the first major redesign and to turn heads of a younger audience who often dismissed the RX as “old luxury.”
We created a Facebook campaign to speak directly to people who were also celebrating defining moments in their lives during those actual moments.
PRESS: Silvia Grav - Communication Arts
Beautiful Contrast - :30 National
Modern Luxury - :30 Dealer
REDEFINING MOMENTS RESULTS: Targeted Video Ads | 39.2 Million Impressions | 6.2 Million Unique Reach | 3.8 Million Videos Viewed
Redefined: 1:30 (Global Reveal Video)
CrossOvers AOL Original Series: Once relegated to receiving attention for only their respective sport choice, today pro athletes have shown that they are versatile, trend setting and entrepreneurial individuals. They have redefined themselves on their own terms and are better off for it. They embody what Lexus is all about and want to celebrate it throughout this series.
Power Lunch with Meghan Markle generated impressive engagement on both usanetwork.com and Eater.com. For usanetwork.com, two of the videos in the series ranked among the top 10 most viewed short-form clips on the site and for Eater.com, two of the videos ranked as the top two custom videos. According to Nielsen TV Brand Effect, Lexus integrations in Suits, including Power Lunch with Meghan Markle, generate higher brand memorability and positive shift in brand opinion as compared to the auto integration in cable norm.