Lexus in Hong Kong and how dollars redirected across the customer journey converted in spades

Lexus UX
Written By On Strategy Showcase

Terrence Ling
Head of Strategy
TBWA, Hong Kong

Connect with Terrence
LinkedIn / TBWA

Jerome Ooi
Executive Creative Director
TBWA, Hong Kong

Connect with Jerome
TBWA

 

This award winning case from TBWA Hong Kong shows how reallocating upper funnel media dollars across the customer journey helped Lexus successfully launch the UX in one of the toughest auto markets in the world.

 
 

The first few slides below outline the cultural context for the concept. They’re then followed by slides that outline the idea in more detail.

On Strategy Showcase
Previous

The strategy behind "What happens here, stays here" and why it's changing
Next

The "Bless Your F**king Cooch" social moment that went viral for EOS