The campaign, which asks, "Is it possible to engineer desire?,"includes national advertising as well as other marketing extensions all focused on highlighting the vehicle’s L-finesse styling, advanced engineering and class-up luxury features.
The New ES — Designed to Inspire Longing
The third Lexus model to evolve out of the L-finesse design language, the all-new ES 350 emphasizes simplicity and contrasts in its significant design changes. From the first-time offering of a panorama glass roof that covers the entire cabin to the distinctive wrap-around tail lamps and the low grille position below the headlights, the fifth-generation ES has been completely redesigned for a supremely confident stance.
The ES redesign features sweeping curves and sculpted countercurves to convey a sense of graceful movement. Complementing the design are advanced, intuitive safety, performance and convenience technologies that allow the ES to respond as if it knows each driver personally.
"The vehicles advanced engineering and distinctive styling come together to inspire the theme of engineering desire," explains Deborah Meyer, vice president of marketing for Lexus. "The new campaign demonstrates how the ES is designed to appeal as much to one’s heart as to one’s head."
The New Ad Campaign — "Is it Possible to Engineer Desire?"
The ES advertising campaign is one of the most comprehensive campaigns developed for Lexus. With ads breaking today, the campaign includes national television, print, broadcast radio and XM Satellite Radio, as well as wallscapes, bulletins, transit shelters, commuter cards, Sky TV and in-flight video. Metaphorically illustrating how the advanced engineering of the new ES inspires both the emotions as well as the intellect, the "Engineering Desire" theme is consistent throughout the print, broadcast and out-of-home ads.
"From the inside out, the all-new ES makes a dynamic statement of personal style and luxury, and the new ad campaign shows how the new ES embodies that personality of sophistication and elegance," says Meyer.
Three TV spots — "Robots," "Goosebumps" and "Debut" — will run on network television, prime time, late night, Meet the Press and cable. While each is different, all three spots feature technical elements which ultimately take on human qualities in a sensual and highly stylized manner. Technologically forward, the spots have been produced to resolution standards for high-definition television (HDTV).
A series of print ads titled "Rain," "Levinson" and "Headlights" and "Sensors" focus on various features of the new ES and can be seen beginning in May issues of national consumer and lifestyle publications, including Architectural Digest, City, Clear, Cookie, Domino, More, Pink, Real Simple, Saveur, Scoop, Surface, Travel+Leisure, Vanity Fair, Vogue and WWD. Enthusiast magazines, such as Automobile, Car and Driver, Motor Trend and Road & Track, are scheduled for ad insertions in June issues.
Lexus ES Marketing Extensions
In addition to the new advertising campaign Lexus is supporting the ES 350 launch with multiple marketing initiatives.
Further demonstrating the brand’s passionate pursuit of perfection, a three-part, long-form series, "Science of Desire," has been created. The branded entertainment features brief interviews with three experts who have pursued perfection in their industries.
Master chocolatier Pierre Marcolini discusses Pierre Marcolini Chocolates in Brussels, Belgium. Jean Michele Duriez, the exclusive "Nose" for Jean Patou Fragrance in Paris, France, talks about the art of fragrance creation, while champagne maker Christian Pol-Roger speaks to the production of luxury champagne for family-owned Pol Roger Champagne in Epernay, France.
The two-minute features, along with the TV spots, will be seen via i-vu interactive screens in high-end hair salons in 11 markets through June. The features also will air on the Lexus TiVo Showcase from May 4 to 17.
"We’re committed to the same high quality approach in developing our marketing efforts as we are in designing and building our vehicles," explains Meyer. "It’s important that our efforts be purposeful — that is, always created with the consumer in mind. We want to make sure our marketing efforts aren’t just adding noise in the consumer’s environment, but are aesthetically appealing, entertaining and informative."
In keeping with the brand’s tradition of exceptional customer experience, Lexus has also designed an ES Mall Tour targeting upscale shopping malls in Los Angeles, Detroit, Washington D.C., Chicago, Ft. Lauderdale, Dallas, as well as White Plains, NY and Orange County, Calif., Beginning May 31 and running through July 16, mall visitors will have an opportunity to experience first-hand the ES through gallery-like vehicle displays and test drives. During June and July, airline travelers will experience Lexus-hosted tastings and product giveaways at specially designed airport lounges in Los Angeles (LAX), New York (JFK), Chicago (O’Hare International) and Dallas (DFW).
Current ES owners were invited to experience the new ES at special preview events held in Chicago, Laguna Beach, Houston and New York City where they were able to interact with the vehicle in a casual setting.