The “modern urban explorer” is one of the most potentially lucrative markets for automakers. Lexus aims to appeal to this demographic through its marketing campaign for its latest vehicle, the 2019 Lexus UX. To reach this audience, Lexus launched a variety of advertising initiatives.
Custom ads for urban explorers
At the heart of the Lexus UX advertising campaign is the notion that cities are the epicenter of American culture. Lexus thus presented the 2019 UX as the perfect vehicle for exploring urban environments.
“The spots highlight how our new crossover reflects the city from every angle and is made to conquer today’s frontiers,” explained Cooper Ericksen, Lexus vice president of marketing. “Combining cutting-edge craftsmanship, seamless connectivity and bold design, the UX is the perfect intersection of form and function.”
Lexus crafted an assortment of ads to advertise directly to various multicultural groups. Director Joseph Kahn created custom spots for Black, Hispanic and LGBTQ audiences. Lexus’ advertising for the 2019 UX began to ramp up at the beginning of the year, with Lexus airing these ads during big events, such as the annual film awards ceremonies and various football playoffs. In fact, the automaker crafted a long-form video spoofing football’s “roughing the passer” rule that featured the 2019 Lexus UX.
Other media campaigns
Lexus extended its marketing campaign for the 2019 UX model beyond conventional television spots by teaming up with other organizations to produce custom content across an assortment of mediums. The automaker collaborated with artists from Givewith and Beautify Earth to revamp urban community centers with vibrant new murals. Lexus is also partnering with Bustle on a video project featuring seven women who are transforming urban industries. Among them is Chika Kako, the chief engineer for the Lexus UX.
Through another series of videos, Lexus and Vox Media will explore the changing nature of city streets. Lexus will also collaborate with VICE, Discovery Network and National Geographic on a series of upcoming projects.
When it comes to showing that the 2019 Lexus UX is the ideal vehicle for urban explorers, Lexus went beyond traditional advertising methods to make sure the message came across in entertaining, relevant ways.
This article is presented by Lexus of Las Vegas in Las Vegas, Nevada.