Here’s How Lexus Changed Hearts and Minds in Australia

By adpock - July 8, 2016

heartbeat lexus rc f

If you’re not a fan of Lexus marketing, then you’re probably not a fan of marketing in general. That’s because, as we’ve seen time and again, Lexus marketing has a habit of knocking it out of the park.

That said, Lexus marketing hasn’t exactly been successful in Australia, where they’ve struggled to gain a double-digit luxury car market share. For whatever reason, Australians seemed to have been clinging to a much more European idea of automotive luxury.

Well, that’s changing, thanks in no small part to the “The Lexus Heartbeat Car” campaign. The geniuses at Lexus covered an RC F in biometric paint, hooked up a few pro drivers, and sent them around a specially designed night track. As you can see in the video below, the car lit up in tune with the driver’s racing heart.

While that’s certainly cool, there’s a whole lot more involved in getting an entire nation to change their mind about luxury car buying. Much of which is documented in a recent Marketing article that steps deep inside the M&C Saatchi campaign. It’s a little “Inside Baseball,” but there’s plenty to learn about the business of selling cars within.

Check it out, then let us know what you think!