Marketers are increasingly tailoring their ad content specifically for the platforms on which they appear, but Lexus is taking that concept a step further with its latest Facebook campaign.To promote its NX model, Lexus has created over 1,000 unique video ads, and will target them to niche audiences across Facebook using the social network's data and ad-targeting tools. The idea is to make the ads as relevant as possible to the specific tastes and interests of the consumers they're being placed in front of.
The images of wealth and luxury seen in TV commercials are aimed mostly at those who aspire to wealthy lifestyles, not those who actually enjoy them.
NY Times, 11/11/2015
Julie Michael takes the helm at Lexus' longtime ad agency at a critical time for the brand. It's back in the hunt this year for the luxury crown that it owned for a decade, while it shuffles its product and marketing mix to better appeal to younger customers.
Automotive News, 09/21/2015
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Team One is Saatchi & Saatchi's fully integrated premium, luxury, and aspirational brand agency, part of the Publicis Groupe global network. With its very first campaign, Team One became a part of one of the most successful brand launches in history. The company's storied introduction of the Lexus brand — from unlikely challenger to the top-selling luxury nameplate in the U.S. — turned out to be just the beginning. Since 1987, Team One has been expertly launching the remarkable, including ideas, brands, products and careers of the 495 current employees, and it has become the agency's hallmark. The agency has five North American offices including the Los Angeles headquarters, New York, Chicago, Atlanta and Washington, D.C., with a sixth office planned in Dallas, TX coming soon. Current clients include: Lexus, Lexus Dealer Association, The Ritz-Carlton, HSBC Premier, Haagen-Dazs International, Indian Motorcycle, 2K, Icelandic Glacial, Marriott Hotels and Resorts, PIMCO, and Electronic Arts.
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