toyota is imc campaign
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Toyota Lexus – IS Range Campaign
- Kedar Risbud MBA3, 1328
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Introduction• Lexus is the luxury vehicle division of Japanese
automaker Toyota Motor Corporation• The Lexus marque is marketed in over 70
countries and territories worldwide• Since its inception in 1989, Lexus has expanded
its line-up to meet the needs of global luxury customers
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Situational Analysis• Toyota Lexus was adding two new models to
its IS range
LEXUS IS 250C LEXUS IS PERFORMANCE SEDAN
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Situational AnalysisThe two versions were :
A convertibleA performance
sedanAnd
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ObjectiveTo introduce the two new models
LEXUS ISF SEDAN
LEXUS IS 250C
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ObjectiveTo create halo interest in a third model
Standard IS sedan
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TargetsRaise brand awarenessDeliver test drive leads to the Lexus IS range Increase traffic to Lexus.co.za from 10,500 to
16,000 per monthRich media engagement time of 25 seconds1408 test drive requests
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Strategy and ExecutionDigital campaign Focused on creating
beautiful visuals and hard hitting facts in a captivating way on the campaign website
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Strategy and ExecutionRich media banners Flash banners featured
striking visuals and hard-hitting facts
Used the prism effect to illustrate the two new sides of the Lexus IS range
Every rich media banner expanded to a Nano-site driving traffic to the campaign site
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Strategy and ExecutionOnline Video Various videos of all IS range
models were available on all the digital channels
Making of the commercials was also available online
Increased online views resulted in video being showcased in mainstream media
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Strategy and ExecutionE-mailers• Sent to existing Lexus database
subscribers as well as various niche databases
• Recipients could book a test drive or visit the website for more information
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Strategy and ExecutionSocial Media• Embedded a trimmed-down version of the website inside
the Lexus Facebook page• Fans got a taste of the campaign on Facebook
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ResultsTraffic to Lexus.co.za doubled for the
duration of the campaignRich media average engagement of 78
seconds1420 leads generated
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Learning and Conclusion• Creating a captivating visual effect through digital
media can tempt users to experience the product in real life
• E-mailers targeted at the relevant markets facilitate increased website traffic and sales leads
• A viral online video automatically translates into it being showcased in mainstream media channels
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Thank You!