DINE, SURPRISE, DRIVE

TitleDINE, SURPRISE, DRIVE
BrandTOYOTA MOTOR THAILAND CO.
Product / ServiceLEXUS RC 200T
CategoryA03. Cars & Automotive Products & Services
EntrantDENTSU MEDIA THAILAND Bangkok, THAILAND
Media DENTSU MEDIA THAILAND Bangkok, THAILAND
Idea Creation DENTSU MEDIA THAILAND Bangkok, THAILAND

Credits

Name Company Position
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

The Campaign

As the target of this campaign are high affluent persons who crave experiential matters and have privileged lifestyle. We communicated with 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.

Creative Execution

To capture the prospect targets’ heart, we connected with them through an exclusive ambient media which is a special dessert inspired by Lexus RC 200t and created by Iron Chef in order to impress and make a special experience of Lexus RC 200t. 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. 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. All of the surprise moment images were posted on Iron Chef Thailand (TV Program) and Iron Chef Table (Restaurant) official Facebook as well as Instagram every day in order to build awareness.

The report provided to the client shown that most potential clients who were connected by the exclusive ambient media with a surprise moment expressed their impression on an unexpected “surprise” by Lexus as most of male rarely receives surprise in such a setting, typically being the one who does the surprise. 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 within a month comparing with general media and channel pattern. The earned media reached triple the total likers of Lexus Society on Facebook.. The total earned media value in excess of 500%. It certainly proved to be the right media and channel, right target, 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 use general media and channel pattern to communicate with potential clients such as being at Motor Show event for offering special promotions and test-drive. Therefore, we would like to create a different and innovative way for Lexus RC 200t - a luxury sport coupe car - in order to enhance the marketing communication to be more impact, and create a good emotion and experience with Lexus brand and Lexus RC 200t in clients’ mind.

Insights, Strategy and the Idea

The core target is male aged 35+ high affluent persons who are contrarian and individualistic - confident, so we need to create the extraordinary experiences through special media 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 ambient media as an unusual test-drive invitation, which is a surprise 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 with the amazed moment at the most desired high-end restaurant - Iron Chef Table - where ensured that we will find the right target. The criteria selection is male aged 35+ who made an advanced reservation for special occasions (Birthday, Anniversary etc.) or spent large amount on dinning.

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