Summary

SMALL BUSINESS DRIVE is a data-driven test-drive, personalised according to interests, behaviour and Hong Kong’s hidden gems. Our algorithm crawled for driver's social interest, engagement and location data for analysis. The algorithm then used real-time datasets from public APIs on business listings, traffic conditions and road types to recommend lifestyle destinations that had not been visited by them, yet matched their personal interests. It then mapped a route to that lifestyle destination, demonstrating the car's versatility across different types of driving terrains and roads, whilst avoiding bad traffic. Upon arrival at the destinations, a VIP card voucher was presented to drivers to enjoy at the outlets. OBJECTIVE: Lexus in Hong Kong has always been out-competed by BMW, Mercedes-Benz and Audi who command higher brand prestige. For every Lexus owner there are 2x BMW, 2x Benz and 1.5x Audi owners. The average annual media spend of the German-3 in 2018 was 2.4x that of Lexus. For the launch of Lexus UX, its first in the Medium-Luxury SUV category, it had to beat established market leaders — BMW’s X1 and the Mercedes-Benz GLA. As an entry-level luxury crossover designed for urban exploration, the imperative was to penetrate a segment of young urban lifestyle enthusiasts. Business Objective: Drive Sales of UX Marketing Objective: Drive Quality Lead Generation STRATEGY: To sell a car designed for urban exploration, we needed to prove its viability. For our audience, exploration is all about social currency – being the first to visit the trendy galleries, studios, shops and cafes that offer something different from Hong Kong’s monotonous cookie-cutter malls and shopping districts. However, in Hong Kong with the world’s most expensive rents, unique small businesses are forced away from high streets into unpopular parts of the city. Staying true to Lexus’s belief in ‘Experience Amazing’, we showcased the urban exploration qualities of the UX by creating Small Business Drive, the first data-driven test drive that connects drivers in search of unique experiences with relevant small businesses in parts of the city they have never visited before. RESULTS: LEXUS BROKE THE “GERMAN 3” DOMINANCE TO BECOME A TOP 3 LUXURY CAR BRAND IN HONG KONG. The UX was the TOP GROSSING Medium-Luxury SUV during the campaign period. The amount of UX sold in the first 90 days was: 3x that of Mercedes Benz GLA. 1.4x that of BMW’s X1. This was a direct result of Small Business Drive. UNPRECEDENTED PERFORMANCE ON MARKETING KPIs: 128% of Sales Target Achieved. 24:1 Return-On-Marketing Investment. 5x More Leads Generated* 3x More Test-Drives Completed* with a High 33% Conversion Rate. 2.4x More Cars Sold* (*than previous campaign). As a result, Lexus overtook Audi to gain the third highest market share in luxury car market. The campaign created a massive impact for small businesses, with over 30 million impressions generated.

Please tell us about how the work challenged / was different from the brands competitors

Our competitors typically targeted prospects based on perceived wealth. Rather than focusing on marketing-defined segments based on demographics, we took a different turn. We targeted instead a segment termed ‘Change Hunters’, known to have a keen sense of adventure and purpose. To launch their premium SUVs, the German-3 in HK take a number of conventional approaches: - Talking about exploration through the product – its ‘explorer attitude’ and its versatility. - Test-drives set out to prove what’s good about the car. - 100% of effort spent on driving sales with little consideration of brand effects or beyond. With the Lexus UX, we broke such conventions with: - A campaign that in itself was an experience of exploration, rather than merely talking about it. - Test-drives that also demonstrated what’s good about the city and not just the car. Creating a ‘triple-win’ model where small businesses, drivers and Lexus mutually 'won'.