Defining an identity beyond 'Fancy Toyota'

Lexus was facing an identity crisis. While competitors have reaped the benefits of a clear brand positioning (Audi=technology, BMW=performance, Mercedes=status) there was no unifying identity that Lexus or consumers could agree the brand stood for. 

In lieu of a clearly understood proposition, Lexus' positioning in consumer's mind became 'Fancy Toyota' which was weakening the brand's luxury perceptions. Furthermore, this lack of direction also produced disjointed marketing efforts stifling the effectiveness of multi-million advertising budgets.

The Insight

Through a meticulous process of revisiting brand foundations and commissioned first-party-research, we rediscovered a brand truth that has always been strongly linked to the brand, but was rarely proclaimed: masterful craft.

The finest works of craft from the Sistine Chapel, to meticulous Swiss timepieces, have the uncanny ability to command our attention, and cause us to relish and appreciate the moment in ways mundane objects can't. 

Insight: Modern dopamine culture robs us of meaningful moments, but crafted objects and experiences give them back

The Strategy

[BUSINESS PROBLEM] Lexus is one the least cross-shopped lux brands amongst lux auto shoppers, making them too reliant on mass auto shoppers for sales

[CONSUMER PROBLEM] Problem is, luxury car shoppers desire true luxury, and a 'Fancy Toyota' is anything but

[INSIGHT] However, modern dopamine culture robs us of meaningful moments, but crafted objects and experiences give them back

[SOLUTION] We need to tell them that Lexus vehicles are crafted for meaningful moments

[CONSUMER GOAL] So they can feel like they are living in luxury driving a Lexus

[BUSINESS GOAL] Elevating luxury brand perceptions and ultimately marketshare with luxury car shoppers

The Idea

This new strategic positioning birthed the new Canadian creative platform for Lexus Canada that would anchor all brand exeuctions and touchpoints: Craft Driven for Moments That Drive You.

The Execution

This new positioning was introduced to the public in Fall '24 with an integrated campaign spanning broadcast, cinema, OLV, social, digital and OOH properties.

Apart from this Brand campaign, this new positioning has provided the strategic backbone to power and unify all other Lexus brand intiatives including but not limited to: CSR, Aftersales marketing, Tier 2 retail communications, Social Content Strategy, Nameplate strategy, Site,CRM, and sponsorships. 

The Results

1. Purchase intent amongst lux auto intenders increased by 38%; High Quality perceptions by 20%
   
   
2. Lexus grew its luxury marketshare by 54%; Achieved #1 in national sales, for first time in Lexus Canada's 35 year history 
   
   
3. Early success of this new craft-based positioning has given other Lexus markets added confidence to pursue same positioning strategy
   
   

The Awards

CMA Awards: Brand Building (Gold)