Lexus NX Show 2014

New Lexus NX
Crossover Presentation
•
2014/15

LEXUS NX SHOW “THREE SISTERS”

Brief

• Conduct a series of events presenting the new Lexus NX crossover in five Russian cities for a young progressive audience - Generation Next
• The format of the event should be an alternative to parties, and at the same time remain a desirable event for the sophisticated audience
• Tell about the benefits of Lexus NX three modifications, without disturbing the atmosphere of a social evening
• Develop a full-scale communication campaign, including the announcement of the project in different communication channels, attracting the current target audience and long-term interaction with it before and after the project

Challenge

• Dispel the stereotype of an expensive brand created only for prosperous representatives of the older generation
• Create a vivid Lexus NX presentation that will attract a young and progressive audience to the brand

Solution

LEXUS NX SHOW “THREE SISTERS” - that’s what we called a bright theatrical show, which became the key in the campaign to launch the Lexus NX in the Russian market. In an exciting performance, that spoke to the audience’s feelings through the language of music and art, and the stars of the world show business industry from Russia, Ukraine, Sweden, England, France and Japan. And at the end of the show, three sisters enchantingly appeared on the scene – the three new Lexus NX models.

“THREE SISTERS” - a performance that lasted 1.5 hours with the participation of more than 100 artists, was seen by the target audience in Moscow, St. Petersburg, Yekaterinburg, Kazan and Krasnodar.

As part of the campaign, we created Blaxus - the fictional character, which became part of the promotion strategy for the new Lexus NX. A recognizable and attractive image with its history and mystery was formed according to the portrait of a Generation Next representative. Throughout the campaign, Blaxus became the face of a communication strategy and an integral part of events and parties; it was associated with the Lexus NX and helped generate contacts for the next generation's new target audience.

LEXUS NX SHOW “THREE SISTERS” became one of the most talked-about events in the big city social life in Q4 2014.

Figures

Social media, contacts

>500 000

Media value

$1 500 000

References in leading media

>300

OTS

362 010 265 PERS

Applications from the target audience

>10 000

Contacts of the new target audience

>5 000

Lexus NX SHOW guests

> 3 000

We had both a strategic and very difficult task — to attract a fundamentally new target audience and show the brand in its new form. The agency developed and implemented large-scale 360 ° communication. The work of LARNILANE involved a huge number of teams — Agency managers and contractors. The guys did an excellent job coordinating this complex project. The concept of the entire campaign and the tools for its promotion were maximally verified and successful in terms of our goals. Together we implemented a large-scale and grandiose project, which at one time became one of the most talked-about social events.

Elena Salakhetdinova
Head of Brand Marketing
LEXUS

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