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FCB Johannesburg campaign for new Lexus beats targets

The campaign devised by FCB Johannesburg to launch the Lexus LS460 has seen monthly sales spiral upwards since breaking in November last year.


Click to view ad [3MB]

Despite having to perform in the traditionally 'slow' months of December and January, the first television execution in the campaign has helped Lexus dealers sell more LS460s than anticipated. In addition, the commercial has scored well above the liking norms for the category proving, once again, that it takes well-liked advertising to achieve business targets and build brands.

The Lexus LS460 competes in the very top segment of the luxury passenger car market and the market FCB Johannesburg wants to communicate with is, demographically-speaking, exceptionally wealthy, respected members of society, have reached the pinnacle of their careers, and enjoy a balanced life spending time with friends and family, and participate in sophisticated and expensive leisure activities.

To appeal to these influential consumers, the campaign positions the Lexus as a ‘master piece’ because this phrase embodies the superb craftsmanship and attention to detail they expect from every product or service they consume. As FCB South Africa group executive creative director, Ashley Bacon, puts it: "Far more than any other luxury car I’ve tested, the Lexus delivers the ultimate luxurious and effortless driving experience."

This is no exaggeration, performance-wise, the Lexus LS460 has the world’s first 8-speed automatic transmission and offers a 4.6 litre V8 engine with the performance you’d expect of a 5 litre and the fuel economy you’d expect of a 3 litre. Then, interior consultants included design icons Louis Vuitton, Prada and Gucci; the leather steering wheel is hand-buffed for three hours for kid-glove softness; and the seat comfort system provides temperature, ventilation and positioning for all seats, front and back, and individually.

Critical, too, is the car’s signature sound engineering and, of all its impressive features, this is what FCB Johannesburg chose to highlight. The execution profiles its 19-speaker system designed by sound guru and Bose consultant, Mark Levinson. It simply states that to build a similar home system would cost R1.3-million, almost double the price of the LS460. Featuring Beethoven’s 9th symphony as the soundtrack, it is an exceptionally understated yet powerful piece of communication.

Here, Bacon interjects again: "At FCB South Africa, we value creativity above all else except accountability and the liking scores, as well as LS460 sales figures to date, are proof that we have lived up to our philosophy with this campaign.

"More pleasing for me, however, is the story of the man who walked in to Toyota’s head office the morning after the campaign broke and ordered the car based on the Mark Levinson commercial. Oh, and he ordered the smaller GS300 model for his wife as well!"

The initial burst was supported by newspaper and print advertising and a new television commercial filmed at the same time as the first one is expected to break shortly. Working with Bacon on the entire campaign were Mike Wilson and Connie Powyrs.

12 Mar 2007 17:06

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