SMALL BUSINESS DRIVE

Short List
TitleSMALL BUSINESS DRIVE
BrandLEXUS
Product / ServiceLEXUS UX
CategoryB04. Live Brand Experience
EntrantTBWA\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

Credits

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

Background

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.

Links

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