Lexus: Find Your Unbeaten Path

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Campaign details

Brand: LexusBrand owner: InchcapeAgency: TBWA\Hong KongMarket: Hong KongIndustries: Luxury Automotive, SUVs, 4x4sMedia channels: Email marketing, Online display, Online video, Programmatic display, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

How do you launch a car built for urban exploration in a city no longer considered explorable?

Lexus needed to launch the UX, a crossover built for urban exploration, in Hong Kong. But being in the world's most expensive real estate market made interesting small businesses hard to find. Find Your Unbeaten...

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