2015 Winners & Shortlists

The Brief

The direct campaign was created to launch the new Lexus NX, portraying an edgy theme, to change the perception of car-launch events. The target audience were drawn from existing customers, but it also expanded to new customers. The strategy of the campaign was to tease the target audience with an eccentric, yet edgy feel of what awaited them in the car launch event, and trigger word-of-mouth, weeks before the actual event.

Creative Execution

The invitation relied on the shape of the car itself, linking it to the elegant structure of a diamond. The simplicity yet boldness of the invitation left an impact on all the invitees. The invitation itself portrayed the edgy, bold, and majestic structure of the Lexus NX, reflecting the experience brought by the NX, and making the car a desirable product to all those who aspire for all that is eccentric.

Describe the creative solution to the brief/objective.

The creative solution was to come up with a unique DM, acting as a teaser, to excite the invitees, and implant anticipation. The response rates were beyond expectations, creating a buzz on all social media platforms, as well as the desired word-of-mouth and positive feedback. The outcome was overwhelming, the event was fully packed, as they were intrigued by the invitation. Also, the new Lexus NX was sold out after the successful event

Results

All those who received the invitation felt the Lexus NX experience just by opening it, and that was communicated directly to the client during the car-launch event. The invitation trended on all social media portals, making it the most shared, liked, and talked about throughout the week prior to the event. Not one single person who received the invitation did not attend, exceeding the expected numbers. The invitees felt privileged to have received such invitation by the client, and felt the importance of their existence in the event. But most importantly, Lexus NX sold out,