Connecting man to machine; Australia to Lexus

M&C Saatchi Sydney

Judge's cheat sheet

This is the story of how we created a car with a heartbeat to not just sell a single vehicle, but a sense of purpose for the Lexus brand.

This meant that we had to tell the brand story using multiple channels, speaking to multiple audiences, across nine months, through communications as well as an audacious product innovation.

In Australia, Lexus are not considered a luxury brand alongside Mercedes, BMW and Audi. This is due to ingrained category conventions have conditioned Aussies to believe luxury cars require European heritage, as well as the burden of the stigma of Toyota's mass production model. Despite all this, we smashed – and sustained – RC sales targets, increased sales across the range and improved our most important brand metrics.

One launch, two challenges