Client:
Lexus Malaysia
Brief:
Make the Lexus IS250 a desirable car.
Solution:
We realized that the car did not need awareness. It was not a price factor. It was not the aesthetics of it. It was that no one had one. It became a “empty restaurant”.
Our plan was to get it in the hands of the people who would buy it. Not in hopes that they would buy it, but to hit a much wider circle, to get their friends to see it. By getting the car out there and seen in the right areas, with the right crowd, it would be able to gain desirability.
Pass the keys is an extended test drive program by which one driver takes it for a week, and then passes it onto one of his/her friends. The experiences are captured and blogged about by the driver.
