To kick off the yr, Lexus is supporting the launch of its new 2022 NX crossover automobile with a digital and streaming-focused advertising marketing campaign centered round redefining the idea of success. That includes seven distinctive spots every with a special target market, the “Hustle for What Issues” initiative highlights the brand new Lexus Interface multimedia system and 14-inch touchscreen, revamped design touches and electrification capabilities.
Coupled with the artistic is an built-in media marketing campaign dropped at life by way of a number of gaming and tech partnerships. On Twitch, Lexus is taking aspiring creators on a journey within the NX to listen to pitches about distinctive streaming concepts and is permitting followers to determine which thought will develop into a actuality. For 100 Thieves, the model is creating a automotive wrap that includes a customized graphic illustration of the staff’s League of Legends Championship victory. Customers may expertise the NX’s redesign by way of a Google Cloud-streamed AR expertise.
We caught up with Vinay Shahani, Vice President of Lexus Advertising and marketing, to talk concerning the new marketing campaign, its numerous target market and the model’s push to make Lexus a tech-forward automotive model that’s interesting to youthful luxurious customers.
Chief Marketer: Speak concerning the strategic advertising targets of the NX crossover marketing campaign.
Vinay Shahani, Vice President, Lexus Advertising and marketing: The NX is emblematic of the way forward for the model by way of among the key strategic parts that Lexus desires to concentrate on so far as product and companies for the longer term. [It highlights the] intuitive know-how, with the brand new Lexus interface infotainment system, and its cool design, by advantage of the sturdy character strains on the automobile. One of many different issues we’ve talked about continuously in latest months is the notion of the Lexus Driving Signature, which is our distinctive strategy to driving dynamics giving the driving force confidence.
After which half and parcel to that’s the electrification and the brand new powertrains now we have to supply. For example, for the primary time ever, now we have a plug-in hybrid within the Lexus lineup. We’ll even have a hybrid automobile. We’ll have a turbocharged gasoline model. The underside line is, we all know that there’s lots of luxurious automotive patrons on the market. They’ve lots of selections. We see that the Lexus buyer base traditionally has been slightly bit older. So, strategically, we all know we have to get slightly bit youthful. And we expect that the NX is the right platform for us to go on the market and confidently say who we’re, what we stand for, and attempt to courtroom youthful patrons and youthful luxurious prospects to contemplate us.
Chief Marketer: In what particular methods does the NX symbolize the way forward for the Lexus model?
VS: I’ll use infotainment for example. Infotainment is actually excessive on the listing for youthful patrons, and if I’m being trustworthy, Lexus has not performed so properly in recent times with the infotainment methods that we’ve had in our autos. The rationale why we’re so assured within the all-new Lexus interface: We now have a bunch of engineers right here within the U.S., below the Toyota linked know-how division, that mainly went to Japan and stated, look, we all know what customers right here in the US need, particularly youthful luxurious patrons. So, allow us to take a crack at designing the system by way of the usability, the interface itself, the contact display, the voice interplay, and what capabilities that we wish to have which might be simply accessed by way of easy voice instructions.
The linked applied sciences staff got here up with an outstanding new system. Whenever you put new customers in entrance of it, they let you know that it’s very intuitive. [When] you examine it towards different methods which might be within the market, we’re feeling actually good about what this staff has developed. That is one thing completely different for Lexus… and within the executions throughout the marketing campaign, we attempt to carry that to life, whether or not it’s exhibiting a younger driver determining find out how to navigate from one place to the opposite, or the distant park, one other cool technological characteristic the place you’ll be able to truly get out of the automobile and use your smartphone interface to park the automobile in a good spot. These are examples of a tech-forward strategy that’s new for Lexus.
Chief Marketer: Do you will have particular KPIs for this marketing campaign?
VS: I’ll begin with the artistic strategy. We name it our twist on the “hustle tradition.” One of many spots is known as “Hustle,” and it depicts a brand new tackle conventional guidelines for getting forward. We’re telling these tales to attempt to persuade individuals who we all know are bold and pushed. They’re not striving for fulfillment only for success’s sake. We wish to present them that Lexus has a brand new compact luxurious SUV that caters to their distinctive particular person wants and their emotional needs. And understanding slightly bit about who these individuals are and the place they eat media, we’re taking a digital media-forward strategy and leaning into issues like streaming to attempt to join with this busy viewers the place they’re most probably to interact.
Should you take a look at the marketing campaign and watch a few of these executions, the tone of the adverts may be very completely different than what you’ve seen from Lexus up to now and the reflection of this numerous market that we serve. We now have a spot which is devoted to Black-targeted media. We now have one which is concentrated on the Hispanic viewers. We now have one centered on Asian Indian and East Asian.
Chief Marketer: The final time we spoke, we mentioned your first Twitch collaboration. I’m questioning if that knowledgeable the present marketing campaign. Clearly, this one entails an precise automobile somewhat than an idea automotive, however did learnings from that make their approach into this one?
VS: With the primary Twitch activation…[about] crowdsourcing the last word avid gamers’ IS, we realized a number of issues. It gave us the boldness to say, okay, what extra can we do with this platform? And dealing even nearer with Twitch and its mum or dad firm, Amazon, was a lesson realized and a construct on what we’ve performed up to now. There’s going to be extra the place that got here from. It’s been fairly thrilling for the staff to delve in and check out new issues. We’ll be taught quite a bit from it, and that’s one thing that’s foundational to Lexus, this notion of “Kaizen:” by no means being glad and making an attempt to say, okay, how can we do higher than the final time?
Chief Marketer: You’re collaborating with Roku to faucet into its first-party information. What’s new about this specific partnership?
VS: It’s about leveraging the info that we get from a companion like Roku and understanding the place to search out a few of these customers that we really feel could be heart of the bullseye from a focusing on perspective. The cool factor about Roku this yr is that we’ll have these advert pods, which permit the customers to interact with the NX content material in no matter present they’re streaming. It’ll characteristic a QR code. The cool factor about that’s truly with the ability to look and see who’s scanning the QR code, who’s diving in and making an attempt to be taught extra. That helps us refine the place we go by way of focusing on for the longer term. That suggestions loop is one thing new and distinctive.
Chief Marketer: You talked a bit about standing out from rivals. Different manufacturers are additionally tapping into gaming audiences on Twitch, so what’s your technique to set your self aside?
VS: Sure issues which were related to the model we don’t wish to lose observe of. For instance, being referred to as a model that stands behind the product by way of high quality, reliability and sturdiness. We now have some floor to achieve by way of expressing the main target that we placed on the infotainment and Lexus interface, and with the ability to present that, by way of partnerships like what we’re doing with 100 Thieves. The partnership with Twitch is one other option to do it.
The combination on Fireplace TV is one other option to inform a narrative concerning the NX the place we invite friends to be taught slightly bit extra about Lexus NX by way of an Alexa mini-skill. A few of these are going to work very well and a few of them aren’t. We’ll have to take a look at the info. That’s a part of the enjoyable of this strategy: We all know that there’s going to be some winners and losers by way of having companions which might be going assist us. Finally, we’ll take a look at the info and determine, are we going do it once more—and the way are we going to “Kaizen” and enhance it the following time round?
Chief Marketer: There’s a broad, numerous vary of audiences that you just’re focusing on right here. Is that this going to proceed for Lexus shifting ahead with different campaigns, or is it particular to this one?
VS: That is most likely one of many broadest ones we’ll ever have. The rationale for that’s that the attraction of a compact luxurious crossover is fairly widespread throughout many various demographics. The widespread denominator throughout all of those spots is the psychographic, which is that this notion of “hustle tradition” that we talked about earlier. Whenever you mix that with what this product represents, it’s received fairly broad attain. Whereas while you go to a mannequin like the brand new LX, which is a full-size luxurious SUV, with a value level that’s approaching six figures, I don’t see us taking an identical strategy in advertising that automobile. You’ve received be fairly tailor-made and centered on who the goal is and discovering that buyer.