Lexus - Served At Speed

Client: Lexus

We brought to life Lexus’ LTA and ATP sponsorships by focusing on the NX’s “performance and precision” in an integrated campaign spanning editorial, owned social, and ATL. The campaign centered on a Guinness World Records™ breaking stunt covered across 165 editorial and social-first outlets globally. It generated over 336 million opportunities to see and over 8 million owned channel impressions. Crucially, brand salience rose 58% year-on-year, and Lexus became the car brand most-associated with tennis by tennis fans. Objectives We were tasked to create an idea to support Lexus’ association with tennis—cementing a partnership with the LTA and ATP while bringing an editorial approach to cross-channel sponsorship amplification. We needed to develop a single idea that would work across owned, and earned channels, paid media and a TVC was subsequently created, for Sky Sports to compliment Lexus’ sponsorship of their Tennis channel. The ultimate goal was driving brand salience. Throughout, we needed to put the NX at the heart of the execution, ensuring the product felt credible, distinctive, and unmistakably Lexus. https://www.youtube.com/watch?v=bF5zXjDmknI