Client: Toyota Motor Vietnam
Product: Lexus – GX IMP, LX MC, RX MC
Agency: AAA
Period: 10/2019-03/2020
More than 1 year affected by Decree 116 of the Government, Lexus did not carry out any media campaign. Vietnam Motor Show 2019 is the right time to “reheat” the brand and launch the latest versions of GX, LX, RX cars – the top SUVs of Lexus.
Communication objectives
Lexus aims at 2 clear communication goals:
In terms of brand: Lexus wants to affirm the brand level, mentioning Lexus is a brand with luxurious lifestyle, bringing great experience to each customer.
In terms of products: Introducing SUV products with many improvements and upgrades in design and technology in 2020. Through which Lexus both wants to maintain the current customer file and want to reach young customers, style from G3 (G3 – customers from German car brands).
Communication activities
AAA’s mission is to build and plan communications for 3 vehicles from October 2019 to the end of March 2020. Specifically, with the following main activities: proposing concepts for the photos, setting up the content of PR articles, orienting the production of car assessment videos, implementing writing and booking PR articles, booking video production, making transmission reports. informed.
The communication campaign was deployed in two phases: after the Vietnam Motor Show (10-12 / 2019) and when the RX 300 was launched in Vietnam (March 2020).
Result
So far, the GX IMP, LX MC, RX MC product communication campaign has contributed to increasing product and brand identity, bringing the image of Lexus back to the car market after more than a year of interruption:
The set of Lexus photos taken at the Ho Tram resort is used as the main material throughout the media campaign, which is rated as “contributing to the beauty and elegance of 3 GX, LX, RX cars” – Lexus Vietnam.
PR Article: In total, the campaign has 45 PR articles, including 16 paid media and 29 earned media. PR articles appear in the top 1 position on major media channels (Vnexpress, Dan Tri, Zing news …) and the leading automobile channels in Vietnam (Otofun, Otosaigon, Autopro, Life cars …).
To solve the problem, as well as provide information about the 3 GX products, RX, LX and convey the message, the brand image of Lexus, AAA has used a variety and flexible forms of PR articles (emagazine, longform , infographic, photos, videos). The content of the articles focuses on exploiting the most outstanding points of the product, enhancing the actual experience of customers thereby incorporating content about the brand.
- Car review: 2 Lexus RX review videos on 2 youtube channels, Autodaily and Otosaigon, the top fanpage of the car were received by readers with more than 80% positive feedback, reaching nearly 200,000 views.
- Most importantly, through the PR articles, AAA vehicle evaluation videos have cleverly conveyed the message of Lexus: is a luxury lifestyle brand, providing a great experience for each customer.
