Lexus were launching into the compact market for the first time with the CT200h; they needed a new edge to the campaign.
We conceived, procured, negotiated and managed an all-agency campaign featuring Kylie. TVC, ATL campaign, tour sponsorship and activation, hours of digital content, music clearances, a charity auction and plenty of dealer collateral.
Lexus' most successful campaign to date; 58% recognition post campaign. The CT200h campaign was key to Lexus becoming the largest growing car manufacturer in 2012. The CT200h is still known as the ‘Kylie Car’ by dealers and customers.