Goals and objectives
When it comes to brand desirability, Lexus sits behind the European luxury automotive brands in the minds of Australian customers. With this campaign, Lexus sought to increase brand desirability for Lexus amongst Australians, and position Lexus as a status symbol. It also aimed to improve perception and association between Lexus and its brand traits: that Lexus is refined, imaginative, engaging and delivers exceptional service (Omotenashi). Lexus hoped to demonstrate how Lexus electric ownership can help prospective owners to “Live it Electric” – aligning with exhilarating experiences and painting a picture of how owning an electric Lexus can help elevate experiences from the ordinary.