Lexus Engineers Desire With All-New ES 350(new marketing campaign)
05-01-06, 07:39 AM
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Lexus Engineers Desire With All-New ES 350(new marketing campaign)
Automaker Launches Campaign for Completely Redesigned Luxury Sedan
TORRANCE, Calif., May 1 /PRNewswire/ -- Lexus has announced that it is
launching an extensive integrated marketing campaign to support the
introduction of its all-new 2007 ES 350 luxury sedan, currently arriving in
showrooms. The ES continues to hold the rank of top-selling sedan in the
luxury automaker's line-up, and the new marketing initiative will carry
equal significance.
The campaign, which asks, "Is it possible to engineer desire?,"
includes national advertising as well as other marketing extensions all
focused on highlighting the vehicle's L-finesse styling, advanced
engineering and class-up luxury features.
The New ES -- Designed to Inspire Longing
The third Lexus model to evolve out of the L-finesse design language,
the all-new ES 350 emphasizes simplicity and contrasts in its significant
design changes. From the first-time offering of a panorama glass roof that
covers the entire cabin to the distinctive wrap-around tail lamps and the
low grille position below the headlights, the fifth-generation ES has been
completely redesigned for a supremely confident stance.
The ES redesign features sweeping curves and sculpted countercurves to
convey a sense of graceful movement. Complementing the design are advanced,
intuitive safety, performance and convenience technologies that allow the
ES to respond as if it knows each driver personally.
"The vehicles advanced engineering and distinctive styling come
together to inspire the theme of engineering desire," explains Deborah
Meyer, vice president of marketing for Lexus. "The new campaign
demonstrates how the ES is designed to appeal as much to one's heart as to
one's head."
The New Ad Campaign -- "Is it Possible to Engineer Desire?"
The ES advertising campaign is one of the most comprehensive campaigns
developed for Lexus. With ads breaking today, the campaign includes
national television, print, broadcast radio and XM Satellite Radio, as well
as wallscapes, bulletins, transit shelters, commuter cards, Sky TV and
in-flight video. Metaphorically illustrating how the advanced engineering
of the new ES inspires both the emotions as well as the intellect, the
"Engineering Desire" theme is consistent throughout the print, broadcast
and out-of-home ads.
"From the inside out, the all-new ES makes a dynamic statement of
personal style and luxury, and the new ad campaign shows how the new ES
embodies that personality of sophistication and elegance," says Meyer.
Three TV spots -- "Robots," "Goosebumps" and "Debut" -- will run on
network television, prime time, late night, Meet the Press and cable. While
each is different, all three spots feature technical elements which
ultimately take on human qualities in a sensual and highly stylized manner.
Technologically forward, the spots have been produced to resolution
standards for high-definition television (HDTV).
A series of print ads titled "Rain," "Levinson" and "Headlights" and
"Sensors" focus on various features of the new ES and can be seen beginning
in May issues of national consumer and lifestyle publications, including
Architectural Digest, City, Clear, Cookie, Domino, More, Pink, Real Simple,
Saveur, Scoop, Surface, Travel+Leisure, Vanity Fair, Vogue and WWD.
Enthusiast magazines, such as Automobile, Car and Driver, Motor Trend and
Road & Track, are scheduled for ad insertions in June issues.
Lexus ES Marketing Extensions
In addition to the new advertising campaign Lexus is supporting the ES
350 launch with multiple marketing initiatives.
Further demonstrating the brand's passionate pursuit of perfection, a
three-part, long-form series, "Science of Desire," has been created. The
branded entertainment features brief interviews with three experts who have
pursued perfection in their industries.
Master chocolatier Pierre Marcolini discusses Pierre Marcolini
Chocolates in Brussels, Belgium. Jean Michele Duriez, the exclusive "Nose"
for Jean Patou Fragrance in Paris, France, talks about the art of fragrance
creation, while champagne maker Christian Pol-Roger speaks to the
production of luxury champagne for family-owned Pol Roger Champagne in
Epernay, France.
The two-minute features, along with the TV spots, will be seen via i-vu
interactive screens in high-end hair salons in 11 markets through June. The
features also will air on the Lexus TiVo Showcase from May 4 to 17.
"We're committed to the same high quality approach in developing our
marketing efforts as we are in designing and building our vehicles,"
explains Meyer. "It's important that our efforts be purposeful -- that is,
always created with the consumer in mind. We want to make sure our
marketing efforts aren't just adding noise in the consumer's environment,
but are aesthetically appealing, entertaining and informative."
In keeping with the brand's tradition of exceptional customer
experience, Lexus has also designed an ES Mall Tour targeting upscale
shopping malls in Los Angeles, Detroit, Washington D.C., Chicago, Ft.
Lauderdale, Dallas, as well as White Plains, NY and Orange County, Calif.,
Beginning May 31 and running through July 16, mall visitors will have an
opportunity to experience first-hand the ES through gallery-like vehicle
displays and test drives. During June and July, airline travelers will
experience Lexus-hosted tastings and product giveaways at specially
designed airport lounges in Los Angeles (LAX), New York (JFK), Chicago
(O'Hare International) and Dallas (DFW).
Current ES owners were invited to experience the new ES at special
preview events held in Chicago, Laguna Beach, Houston and New York City
where they were able to interact with the vehicle in a casual setting.
About L-finesse
L-finesse is the new design language that is now spoken by the complete
sedan lineup. The design philosophy has its roots in balancing contrasting
elements. The long hood, pulled-back cabin and short rear deck of the ES
350 are characteristic of the new L-finesse design theme, which recalls
classic sports car proportions in a contemporary look unique to all
new-generation Lexus sedans.
About Lexus
Lexus has become synonymous with luxury since its introduction in 1989.
By offering some of the finest quality luxury vehicles and providing
benchmark customer service, Lexus has become the top-selling luxury
nameplate in the United States for six years in a row. Lexus and its 218
dealers have repeatedly achieved high honors for both the products they
sell and the customer service they provide as rated by the independent
research firm of J.D. Power and Associates.
TORRANCE, Calif., May 1 /PRNewswire/ -- Lexus has announced that it is
launching an extensive integrated marketing campaign to support the
introduction of its all-new 2007 ES 350 luxury sedan, currently arriving in
showrooms. The ES continues to hold the rank of top-selling sedan in the
luxury automaker's line-up, and the new marketing initiative will carry
equal significance.
The campaign, which asks, "Is it possible to engineer desire?,"
includes national advertising as well as other marketing extensions all
focused on highlighting the vehicle's L-finesse styling, advanced
engineering and class-up luxury features.
The New ES -- Designed to Inspire Longing
The third Lexus model to evolve out of the L-finesse design language,
the all-new ES 350 emphasizes simplicity and contrasts in its significant
design changes. From the first-time offering of a panorama glass roof that
covers the entire cabin to the distinctive wrap-around tail lamps and the
low grille position below the headlights, the fifth-generation ES has been
completely redesigned for a supremely confident stance.
The ES redesign features sweeping curves and sculpted countercurves to
convey a sense of graceful movement. Complementing the design are advanced,
intuitive safety, performance and convenience technologies that allow the
ES to respond as if it knows each driver personally.
"The vehicles advanced engineering and distinctive styling come
together to inspire the theme of engineering desire," explains Deborah
Meyer, vice president of marketing for Lexus. "The new campaign
demonstrates how the ES is designed to appeal as much to one's heart as to
one's head."
The New Ad Campaign -- "Is it Possible to Engineer Desire?"
The ES advertising campaign is one of the most comprehensive campaigns
developed for Lexus. With ads breaking today, the campaign includes
national television, print, broadcast radio and XM Satellite Radio, as well
as wallscapes, bulletins, transit shelters, commuter cards, Sky TV and
in-flight video. Metaphorically illustrating how the advanced engineering
of the new ES inspires both the emotions as well as the intellect, the
"Engineering Desire" theme is consistent throughout the print, broadcast
and out-of-home ads.
"From the inside out, the all-new ES makes a dynamic statement of
personal style and luxury, and the new ad campaign shows how the new ES
embodies that personality of sophistication and elegance," says Meyer.
Three TV spots -- "Robots," "Goosebumps" and "Debut" -- will run on
network television, prime time, late night, Meet the Press and cable. While
each is different, all three spots feature technical elements which
ultimately take on human qualities in a sensual and highly stylized manner.
Technologically forward, the spots have been produced to resolution
standards for high-definition television (HDTV).
A series of print ads titled "Rain," "Levinson" and "Headlights" and
"Sensors" focus on various features of the new ES and can be seen beginning
in May issues of national consumer and lifestyle publications, including
Architectural Digest, City, Clear, Cookie, Domino, More, Pink, Real Simple,
Saveur, Scoop, Surface, Travel+Leisure, Vanity Fair, Vogue and WWD.
Enthusiast magazines, such as Automobile, Car and Driver, Motor Trend and
Road & Track, are scheduled for ad insertions in June issues.
Lexus ES Marketing Extensions
In addition to the new advertising campaign Lexus is supporting the ES
350 launch with multiple marketing initiatives.
Further demonstrating the brand's passionate pursuit of perfection, a
three-part, long-form series, "Science of Desire," has been created. The
branded entertainment features brief interviews with three experts who have
pursued perfection in their industries.
Master chocolatier Pierre Marcolini discusses Pierre Marcolini
Chocolates in Brussels, Belgium. Jean Michele Duriez, the exclusive "Nose"
for Jean Patou Fragrance in Paris, France, talks about the art of fragrance
creation, while champagne maker Christian Pol-Roger speaks to the
production of luxury champagne for family-owned Pol Roger Champagne in
Epernay, France.
The two-minute features, along with the TV spots, will be seen via i-vu
interactive screens in high-end hair salons in 11 markets through June. The
features also will air on the Lexus TiVo Showcase from May 4 to 17.
"We're committed to the same high quality approach in developing our
marketing efforts as we are in designing and building our vehicles,"
explains Meyer. "It's important that our efforts be purposeful -- that is,
always created with the consumer in mind. We want to make sure our
marketing efforts aren't just adding noise in the consumer's environment,
but are aesthetically appealing, entertaining and informative."
In keeping with the brand's tradition of exceptional customer
experience, Lexus has also designed an ES Mall Tour targeting upscale
shopping malls in Los Angeles, Detroit, Washington D.C., Chicago, Ft.
Lauderdale, Dallas, as well as White Plains, NY and Orange County, Calif.,
Beginning May 31 and running through July 16, mall visitors will have an
opportunity to experience first-hand the ES through gallery-like vehicle
displays and test drives. During June and July, airline travelers will
experience Lexus-hosted tastings and product giveaways at specially
designed airport lounges in Los Angeles (LAX), New York (JFK), Chicago
(O'Hare International) and Dallas (DFW).
Current ES owners were invited to experience the new ES at special
preview events held in Chicago, Laguna Beach, Houston and New York City
where they were able to interact with the vehicle in a casual setting.
About L-finesse
L-finesse is the new design language that is now spoken by the complete
sedan lineup. The design philosophy has its roots in balancing contrasting
elements. The long hood, pulled-back cabin and short rear deck of the ES
350 are characteristic of the new L-finesse design theme, which recalls
classic sports car proportions in a contemporary look unique to all
new-generation Lexus sedans.
About Lexus
Lexus has become synonymous with luxury since its introduction in 1989.
By offering some of the finest quality luxury vehicles and providing
benchmark customer service, Lexus has become the top-selling luxury
nameplate in the United States for six years in a row. Lexus and its 218
dealers have repeatedly achieved high honors for both the products they
sell and the customer service they provide as rated by the independent
research firm of J.D. Power and Associates.
05-01-06, 08:24 AM
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Originally Posted by magneto112
Technologically forward, the spots have been produced to resolution
standards for high-definition television (HDTV).
05-01-06, 02:26 PM
#3
I must say Lexus is doing a great job...by the way...
so if I go to White Plains mall I would be able to take a ES 350 for a test drive?
If that's the case they should have it in Americana Manhasset too here in Long Island, there is a large number of ES300\ES330 owners here i'm sure that would love to test drive it.
so if I go to White Plains mall I would be able to take a ES 350 for a test drive?
If that's the case they should have it in Americana Manhasset too here in Long Island, there is a large number of ES300\ES330 owners here i'm sure that would love to test drive it.
05-01-06, 02:30 PM
#4
Just to add...
http://brandweek.com/bw/news/recent_...02425457&imw=Y
The "Headlights" ad I scanned:
https://www.clublexus.com/forums/sho...d.php?t=211124
Description of the TV commercial "Goosebumps"
https://www.clublexus.com/forums/sho...d.php?t=214260
And it seems that the mall showcase idea is getting some discussion in Car Chat...
http://brandweek.com/bw/news/recent_...02425457&imw=Y
The campaign, via Team One Advertising, El Segundo, Calif., with graphics and design via Digital Domain, Venice, Calif., breaks this week. The first of four 30-second spots, "Robots," shows an ES 350 in its final production stages on a plant floor. In succession, a robot carefully lowers the chassis; a robotic arm lovingly fits the headlamps into place, pausing to caress the curves of the front fender; a quality-check arm slows as it completes it duties to touch the leather headrest, giving a human feel to an entirely robotic procedure; and another robotic arm reaches for the car and slowly pulls it off the production line. A voiceover asks, "Is it possible to engineer desire?"
A second spot, "Goosebumps," also breaks this week. A spot called "Debut" will soon follow, with a fourth spot to launch later this year. Print will support. Spend for the campaign was not given.
A second spot, "Goosebumps," also breaks this week. A spot called "Debut" will soon follow, with a fourth spot to launch later this year. Print will support. Spend for the campaign was not given.
https://www.clublexus.com/forums/sho...d.php?t=211124
Description of the TV commercial "Goosebumps"
https://www.clublexus.com/forums/sho...d.php?t=214260
And it seems that the mall showcase idea is getting some discussion in Car Chat...
Last edited by encore888; 05-01-06 at 02:37 PM.
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