Lexus aims to stir up UK hybrid car debate
Lexus is using digital to shift public perceptions and to own the idea of hybrid technology in the UK market.
The luxury car brand is launching an online debate and embracing new
digital media channels in addition to traditional direct response. It
will launch in late summer.
Lexus originally put the brief to market for a viral. Lateral won the
ADVERTISEMENT
instead.
The goal is to create Lexus-sponsored informed debate between blogger
opinion leaders in areas such as environment, politics, design and
health, to spread the message to a wider audience.
Lexus has been investing more heavily in the online space, but not yet
in blogging.
The debate aims to develop mainstream consumer acceptance of new hybrid
car technology, asking what the UK would be like if all cars were
already hybrids.
Lexus says this campaign has a different set of performance indicators,
is less about response and more about creating long-term brand
associations.
Matt Button, CRM and database marketing manager, Lexus, said: "This is a
very important trial of a new online strategy for us. While we will
track the campaign, we have nothing to measure it against yet, so this
will be an exciting learning curve."
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