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Reading: Campaign: M&C Saatchi Unveil New Lexus Brand Positioning
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B&T > Advertising > Campaign: M&C Saatchi Unveil New Lexus Brand Positioning
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Campaign: M&C Saatchi Unveil New Lexus Brand Positioning

Matt Porter
Published on: 27th October 2014 at 10:51 AM
Matt Porter
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The wraps have come off the new Lexus brand positioning with the launch of the NX crossover model via M&C Saatchi’s first brand campaign for the luxurycar marque.

The ‘This is the New Lexus’ campaign centres on ‘progressive new luxury, leaving old luxury behind’ in the first of a number of model launches to target a new and younger audience.

The 60 and 30-second TVCs begin with the new NX being driven along a picturesque woodland lane to a classical music soundtrack.

https://www.youtube.com/watch?v=hkFC05bTXso

However, the driver becomes increasingly agitated with the highbrow musical accompaniment and pulls over to reveal a twist and make a change that renders everything new.

The TVC fulfills the brief, to ‘provoke an unexpected reaction’.

In addition to the TVC, the campaign rolls out with digital, outdoor, Print, CRM, dealerships and collateral executions.

Lexus Australia CEO Sean Hanley said: “This is a landmark campaign for us that perfectly captures the bold new direction we are taking Lexus.

“The bottom line is that Lexus is broadening its brand appeal across a far greater audience, so it was key to engage the audience with a more provocative, confident brand.

“We have always had a great product and leading customer service, but it was time to take it to another level.

“M&C Saatchi has achieved this with a real statement of change to launch our NX Crossover, the first of many exciting new models that we will bring to market.”

M&C Saatchi executive creative director Ben Welsh said: “It’s great to be back behind the wheel of a major car brand, especially one with such bold ambition and appetite to really shake things up. It’s an exhilarating journey to be on with them.”

In June Lexus appointed M&C Saatchi to a full brand and retail remit following a pitch.

 

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Matt Porter
By Matt Porter
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Matt Porter is a seasoned communications specialist A vastly experienced New Zealand-born, New South Wales-based journalist and public relations strategist, Matt brings a broad skill set to the table. He cut his teeth in journalism 12 years ago working for a busy Fairfax-owned daily newspaper covering everything from health and welfare and criminal court to sport. Following a stint playing semi professional rugby in Ireland, he landed in Sydney to embark on a four-month contract as an online editor for the official website for the 2003 Rugby World. He then entered the world of magazines for a Sydney-based publisher rising to associate publisher on a suite of five business titles and then editor of flagship title, AdNews. In May 2010 Matt joined his wife's start-up communications business – TraceAbility and the world of PR. He made a rollicking start, landing one of Australia's largest and most successful advertising agencies - M&C Saatchi, as founding client. Matt has added two Sydney-based media companies to his client roster in addition to a number of freelance writing projects. He also secured a regular gig sub editing ACP Magazines' substantial rugby properties including all Rugby World Cup 2011 match-day programs and tournament guides plus 2011 Super 15 Waratahs' match-day programs.

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