| Title | SMALL BUSINESS DRIVE |
| Brand | LEXUS |
| Product / Service | LEXUS UX |
| Category | B04. Live Brand Experience |
| Entrant | TBWA\HONG KONG Hong Kong, HONG KONG |
| Idea Creation | TBWA\HONG KONG Hong Kong, HONG KONG |
| Production | TBWA\HONG KONG Hong Kong, HONG KONG |
| Production 2 | TBWA\DXD Hong Kong, HONG KONG |
| Production 3 | TBWA\BOLT HONG KONG Hong Kong, HONG KONG |
| Post Production | TBWA\BOLT HONG KONG Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Jan Cho | TBWA Hong Kong | Managing Director |
| Jerome Ooi | TBWA Hong Kong | Executive Creative Director |
| Terence Ling | TBWA Hong Kong | Head of Strategy |
| Pauline Wong | TBWA Hong Kong | Director of Client Services |
| Joe Choi | TBWA Hong Kong | Group Creative Director |
| Mikey Batt | TBWA Hong Kong | Creative Director / Copywriter |
| Mike Choy | TBWA Hong Kong | Design Director |
| Kaki Li | TBWA Hong Kong | Sr. Account Director |
| Yvonne Ng | TBWA Hong Kong | Art Director |
| Minji Pyen | TBWA Hong Kong | Art Director |
| David Cheang | TBWA Hong Kong | Senior Strategist |
| Jeffrey Lee | TBWA Hong Kong | Social Strategist |
| Anne Chan | TBWA Hong Kong | Head of Digital |
| Chu Kei Chan | TBWA Hong Kong | Web Developer |
| Juno Kam | TBWA Hong Kong | Sr. Integrated Producer |
| Louis Tang | TBWA Hong Kong | Integrated Producer |
| Grey Lai | TBWA Hong Kong | Motion Artist / Editor |
| Matthew Yu | TBWA Hong Kong | Digital Producer |
| Gerald Tam | TBWA Hong Kong | Director of Social |
| Kenneth Law | TBWA Hong Kong | Social Content Manager |
| Yammy Tse | TBWA Hong Kong | Social Content Manager |
| Scarlett Zhou | TBWA Hong Kong | Account Executive |
BULLIED BY THE 'GERMAN 3'. 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 two BMW, two Mercedes and 1.5 Audi owners. The average annual media spend of the German 3 in 2018 was 2.4x that of Lexus. For the launch of its first Medium-Luxury SUV category vehicle, Lexus UX had to beat established market leaders — BMW’s X1 and the GLA from Mercedes-Benz. As a luxury crossover designed for urban exploration, the imperative was to penetrate a segment of urban lifestyle enthusiasts. BUSINESS OBJECTIVE: - A goal of 120 units over the campaign period. - Win market share over key competitors. MARKETING OBJECTIVE: - A goal of 364 high-temperature leads via a 50% completion of booked test-drives. - A goal of 33% sales conversion from completed test-drives. - Achieve campaign awareness and engagement.