Lexus
Key Takeaways
- Lexus launched its first EV, the Lexus RZ, needing a standout campaign to compete in a market dominated by established EV brands.
- An eight-page butterfly gatefold was created in Auto Express and evo, offering an immersive view of the Lexus RZ’s exterior and interior to emphasize the driving experience.
- An interactive Model Discovery Unit allowed users to explore, customize, and connect with the Lexus RZ online, bridging review content and the manufacturer’s site.
- The publisher’s design, print, digital, and planning teams collaborated closely with M/Six to ensure a flawless execution, including pre-printing to verify layout accuracy.
- The campaign exceeded digital benchmarks with over 7,300 clicks and a 21% CTR, and saw a 300% increase in consideration for Lexus as an Electric Vehicle since Q2 2022.
One Page Summary
Agency Quote
“This was an important launch campaign for Lexus, and Autovia delivered a cross platform solution that perfectly met our vision for potential buyers to truly experience the new RZ. Delivering creative innovation within a relevant and trusted environment was key. We were particularly impressed with how Autovia brought the campaign to life at the pitching stage, with designs that helped the client visualize things early on.
The campaign, live since July 12th, has seen a 300% surge in EV consideration for Lexus (based on Autovia’s EV Brand trackers), a testament to our collective commitment to innovation and excellence. This wasn’t just a car launch; it was a redefinition of the electric vehicle narrative.”
Richard Bradley, Media Lead, The&Partnership
The Challenge
In the summer of 2023 Lexus launched their first Electric Vehicle. Despite 25 years of heritage within the hybrid space, the launch of the Lexus RZ was their first entry into full electric. The category presents a significant challenge with already-established EV first brands and audiences obsessed with range & tech.
Lexus needed a truly unmissable activation to differentiate themselves across print and digital to make an impact on the competitive category. The creative task was to focus on celebrating the Lexus RZ driving experience, putting the driver front & centre, and really focusing on how the car makes them FEEL, which is crucial in the premium auto segment.
The Plan/Execution
The publisher knew it needed to create something unmissable. Electric Vehicles dominate their magazines and websites, and the Lexus RZ couldn’t just be another DPS or MPU. They wanted to give their audience the opportunity to really understand what makes the RZ different and help bring the car to life.
Leading with print in Auto Express and evo, the idea was born to create an eight-page butterfly gatefold, providing the necessary real estate for car buyers to truly experience the new model. The four outer pages offered a 270-degree view of the exterior, while the four internal pages showcased the internal features. This idea would not only deliver an unmissable high-impact format but also differentiate the Lexus RZ and put the driver front and center.
To replicate the idea online, the publisher proposed an interactive Model Discovery Unit. These bespoke interactive builds allowed users to explore the key features of the new model, customize elements of the car, and then drive through to the Manufacturer’s site. These builds served as a perfect stepping stone between review content and a manufacturer’s website. They used their first-party data to drive users from Lexus review content as well as key competitors to attract a relevant and qualified audience.
The campaign also featured DPS display adverts in print, a new immersive Homepage Takeover online, and high-impact display targeting key competitor reviews to drive further traffic to Lexus. The publisher’s design team created a physical mock-up of the gatefold, demonstrating its impact.
Execution required significant coordination between the creative agency and Auto Express and evo production, ensuring that the assets were delivered in the correct layout. The production team even printed out the finished product in advance to ensure the folds were in the right place and delivered it to the creative agency.
Results
The campaign went live with Auto Express and evo hitting newsstands and the Immersive Homepage Takeover running online. In print, the higher quality paper stock drew the attention of readers, while the eight pages of creative allowed Lexus to showcase different elements of the new RZ.
The digital campaign exceeded all benchmarks:
- over 7,300 clicks through to the Lexus RZ landing page.
- The Model Discovery Unit achieved a Click Through Rate of 21%.
- The publisher’s EV Brand Tracker, measuring awareness and consideration across a wider UK audience, saw consideration for Lexus as an Electric Vehicle increase by 300% since Q2 2022.
Auto Express and evo are part of the Carwow Group
