Lexus could have done it with this print/iPad hybrid advertising for the new Lexus ES 2013.
Althought the idea of a lifestyle guide is definitely not new, I like the fact they’ve tried to make it a bit more personal and interactive, allowing people to find the right spots according to their entertainment needs.
It’s not very clear to me what Lexus has in mind with the launch of Luxury Awaits. According to the press release of the agency who did the job, “the website is designed for the women who reach for the first time the world of luxury“.
The site contains editorial tips for a luxury lifestyle from travel to art, fashion and food. The idea is not bad, but the outcome is disappointing. Everything looks so fake, and you wonder why a luxury brand has to be didascalic and simplicistic to explain what luxury is about. Luxury is about showing, not telling… and If you really want to tell, there are much better ways to do it! Think, for example, about the Louis Vuitton travel guides launched last year.
Love this site but it took me ages…….. and ages……… and ages….. just to load it. Then there’s the navigation issue. Imagine the target market – a 38+ dude trying to access this site quickly for the facts. He or she would be gone before you could say “hi”. This site is cool but it’s just way too heavy for the target audience. They want facts quick, not sexy flash. Shame but true … Get past the “choose colour” and you have done well.
Outdoor advertising enters a new dimension… holograms… Check out this video featuring a Lexus campaign in the United States. They used holograms (created by Vizoo, Denmark)to grab people’s attention in Times Square and other top locations.
Automotive company Lexus has signed a deal to sponsor for 26 weeks the podcasts at KCRW, a public radio station in California. AdAge reports the news and adds a few comments on podcasting and its value for marketers. In the automotive industry Volvo and General Motors have already given a try to podcast marketing, which absolutely looks like a direct and smart way to reach niche audiences. Lexus has signed a deal based on CPM (cost-per-thousand), so it is going to pay for the actual number of downloads the podcast will get. Lexus’ links and logos will appear on the KCRW podcast player, and the brand will be mentioned at the beginning of each podcast.
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