Lexus: Small business drive

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Campaign details

Brand: LexusBrand owner: Toyota Motor CorporationEntrant company: TBWA\Hong KongMarket: AsiaSector: Luxury automotive, SUVs, 4x4sMedia channels: Email marketing, Mobile & apps, 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 that is no longer deemed to be explorable?

Lexus needed to launch the UX in Hong Kong – a crossover built for urban exploration. But the world's most expensive real estate market had made...

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