For your ears only
Lexus Australia
Issue 44 | September 2017
Agency
LIDA Australia
Creative Team
Creative Director: Richard Donovan Senior Art Director: Neil Walshe Senior Copywriter: Michael Harris Senior Designer: Leonie Rixon
Production Team
Senior Integrated Producer: John Pannocchia Integrated Producer: Madeleine White Creative Services Manager: Fleur Farrington Digital Campaign Specialist: Charmaine Palmer Software Engineer: Ticiana Andrade
Other Credits
Managing Director: Victoria Curro Head of Data Strategy: Lucy Acheson General Manager: Brendon Harrington CX Strategist: Matthew Lam Account Director: Erica Wong CRM Manager: Lucy Bowers Corporate Manager – Sales & Operations, Lexus Australia: Adrian Weimers Manager - Marketing, Lexus Australia: Julie Hutchinson CRM & Interactive Market Manager, Lexus Australia: Loretta Jackson CRM & Social Media Manager, Lexus Australia: Joshua Briffa
Date
April 2017
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?
Idea
Few things in life are as visceral or as head turning as the roar of a sports car's engine. In the case of the LC, Lexus engineers have tuned the engine to create an angry, melodic V8 symphony that revs the earbuds and stirs the spirit. The idea was to bring the sound of this finely tuned engine to life for the target audience and in so doing, create an irresistible invitation. Once they had the perfect recording of an LC unleashed on a racetrack, a DM pack was delivered that was as much an experience as an invitation. The cover boasted a front on shot of the LC, but the iconic grill was die cut to reveal the heart of the pack - a Harman Kardon Bluetooth speaker. After pairing with their phone, recipients went to a microsite featuring a life-size 'Start/Stop Engine' button. When pressed, the Lexus LC's unique engine roared from the speaker - the sound of amazing. This pack delivered not just the emotional thrill of the LC's roar, but the more rational story of craftsmanship around the refinement and tuning of the engine.
Results
The pack has proven to be an overwhelming success. Lexus has reported 100% of drive day capacity has been filled for the first three rounds of track days. While pre-orders have well and truly exceeded targets for launch.