Audience: According to Lexus own data, an important feature of the Russian market in comparison with Europe is the younger audience of the premium segment: 35-40 years old. And this audience is actively becoming younger. Therefore, Lexus' plans in the Russian market include work to expand the audience, which is made possible by the rapid changes in the brand. Thus, in 2017, 2 types of audience are in the center of attention: (1)CORE: young highly profitable modern audience consisting of men / women aged 25-40, who have their own business or occupy executive positions. Among this audience, the "show-off" and "ambitious" segments represent the greatest potential for Lexus, as younger and, at the same time, more potential ones for the future growth of Lexus's positions in the segment; (2)loyal audience of Lexus brand;  

Objectives: The project has 3 main objectives: (1) Bringing the updated brand positioning and 6 brand principles: client is in the first place, ultra-high quality, brave design, imaginative technologies, Takumi craftsmanship and exciting driving; (2) Expanding the audience of the brand attracting a new audience, described above as "Core"; (3) new flagships LC and LS premieres Quantitative KPI: (1) at least 700 publications in the media with mention of brand values; (2) at least 14 500 face-to-face contacts of customers with the brand; (3) at least generation of 5 300 leads among the project participants; KPI is ambitious and several times higher than the performance of other Lexus projects , for comparison, the annual Lexus Hybrid Art project reaches 250+ publications in the media; (lead is the audience, got acquainted with the newly-designed product and provided personal data for further communication with the brand); Quality KPI: (1) positive changes in brand perception among project participants; (2) ratio of the attracted audience in the following proportion: 80% new audience of the brand / 20% current audience; KPI data are measured by the survey of project participants who left contact information.  

Type: B2C

Language: English, Russian