|Title||DINE, SURPRISE, DRIVE|
|Brand||TOYOTA MOTOR THAILAND CO.|
|Product / Service||LEXUS RC 200T|
|Category||D03. Launch / Re-launch|
|Entrant||DENTSU MEDIA THAILAND Bangkok, THAILAND|
|Media||DENTSU MEDIA THAILAND Bangkok, THAILAND|
|Idea Creation||DENTSU MEDIA THAILAND Bangkok, THAILAND|
|Mr.Thamrongwit Sornpaleenan||Dentsu media Thailand||Senior Graphic Designer|
|Mr. Nattawut Subyai||Dentsu media Thailand||Art Studio|
|Mr. Boromdong Hemvilas||Dentsu media Thailand||Media Planning Director|
|Ms. Tatiya Sinhabaedya||Dentsu media Thailand||Chief of Content Acquisition|
|Mr. Sasibutra Wuttinan||Dentsu media Thailand||Media Planning Supervisor|
|Ms. Wassana Pragobgul||Dentsu media Thailand||Content Acquisition Specialist|
As the target of this campaign are high affluent persons who crave experiential matters and have privileged lifestyle. We approached them at the right place with a surprise moment offering an exclusive test-drive at the most desired high-end restaurant with a simple yet impress gimmick which is a special offer of exclusive dessert inspired by Lexus RC 200t and created by famous chef.
To capture the prospect targets’ heart, we made a special experience of Lexus RC 200t in order to impress them by offering an exclusive dessert inspired by Lexus RC 200t and created by Iron Chef. The dessert called “Armageddon” representing the “Powerful and Luxury” of Lexus RC 200t would be presented to each prospect target by Iron Chef. The highlight of the dessert presentation are Lexus RC 200t start engine sound and the way Iron Chef offers the dessert. Also, we created a surprise card offering 3-day free drive of Lexus RC 200t with a door-to-door delivery service that makes it even more special and impressive to the target. On top of that, all of the surprise moment images were posted on Iron Chef Thailand (TV Program) and Iron Chef Table (Restaurant) official Facebook Fan Page as well as Instagram every day in order to build awareness.
The daily and weekly report provided to the client shown that most potential clients who were surprised expressed their impression on an unexpected “surprise” approach as most of male rarely receives surprise in such a setting, and realized that Lexus had launched a new model RC 200t. Also, many of them really appreciated and some said it was the first time in their life they had received a special surprise like this. 93% of them gladly accepted an invitation for a 3-day free drive of Lexus RC 200t. Test-drive opportunity skyrocketed almost 4x comparing with traditional approach within a month. Media cost was Zero. The earned media reached triple the total likers of Lexus Society on Facebook Fanpage. The total earned media value in excess of 500%. It certainly proved to be the right invitation, to the right target, at the right time and place producing beyond expected results.
There are many car brands available in vehicle industry of Thailand and most of them, even many luxury brands, usually launch a new model at Motor Show event. Likewise, Lexus RC 200t was first launched at Motor Show 2016 last April, but we would like to increase a test-drive opportunity of the prospect target. Therefore, we created a different and innovative way by offering an exclusive chance for free test-drive to the prospect target to let them experience this luxury sport coupe car.
The core target is male aged 35+ high affluent persons who are contrarian and individualistic - confident, so we need to create the extraordinary experiences to trigger them. Also, the studies show that their lean back period is the right time to connect, with over 65% of targets enjoy dine-out as top ranked leisure habits. We created an exclusive test-drive invitation, which is a surprise moment at the most desired high-end restaurant - Iron Chef Table - where ensured that we will find the right target, by offering a special dessert called “Armageddon” inspired by Lexus RC 200t which created and presented by Iron Chef, together with door-to-door delivery service for 3-day free drive of Lexus RC 200t. The criteria selection is male aged 35+ who made an advanced reservation for special occasions (Birthday, Anniversary etc.) or spent large amount on dinning.