When a vehicle offers the potential to change the luxury car industry permanently for the better, it’s important to get that message out to as many people as possible. Lexus has adopted exactly this strategy to make premium car shoppers aware of the technology and efficiency wrapped up in the 2011 Lexus CT 200h hybrid.
The CT 200h is now the center of one of the most extensive marketing campaigns Lexus has ever undertaken. The primary focus of the CT 200h effort is to make potential buyers aware of two important things: The unique personality and flavor of the premium compact hybrid, and the CT 200h’s exceptional fuel economy rating, which, at 42 mpg combined, makes it the most efficient luxury vehicle currently available.
A theme runs through the entire Lexus CT 200h advertising message. “Defy Convention.” This sentiment is expressed in four new television commercials that show the CT 200h winding its way through unusual and visually engaging driving situations, displaying the combination of performance, poise and styling that set it apart from other hybrids. The “Escape” television spot harnesses the energy of a high-speed chase while the “Challenge” commercial sees the CT 200h being piloted through a constantly shifting, surreal environment. The “Forge” ad features actor and author Hill Harper at the wheel of the hybrid while “Details” delves into the specs that make the five door versatile sedan such a comfortable and fuel-efficient ride.
Each of the television ads defines part of the CT 200h hybrid’s engaging personality. These insights into the vehicle’s character will be aided by a far-ranging push across a variety of media outlets. Lexus has partnered with YouTube to promote the CT 200h through an online feature film, alongside an effort with Microsoft to sponsor a 24-hour event featuring six artists producing three specific works inspired by Lexus themes. Lexus is sponsoring online television programs, magazine issues and working with other media partners involving the iPad and a custom CT iPad application, as well as what the company has termed “homepage takeovers” of popular web destinations such as ESPN and Pandora.
Lexus will also be tackling a print audience, placing CT 200h advertisements in magazines as diverse as Wired, Rolling Stone and Monocle. These inserts will not just prominently feature the CT 200h, they will also promote opportunities to download digital music.
The 2011 Lexus CT 200h has an important message to deliver to the luxury car world, and Lexus’ innovative and far-reaching media campaign will bring as much attention as possible to the most fuel-efficient premium car available today.