For your ears only

Background

Lexus wanted to pre-launch the Lexus LC: their first entry into the luxury sports coupé market traditionally dominated by manufacturers like Porsche, Mercedes and BMW. The target market? The most sought after wallets in Australia. Time poor individuals with diaries full of amazing events, who wouldn't think twice about the LC's $200,000+ price tag. If you got them behind the wheel of an LC, they'd want one, but how could you persuade them to attend a track day? How do you get people, who can go anywhere they want, to go where you want them to?