Cars & Automotive Services

The Shortlist
CAMPAIGN
Castrol CRB Minitruck Launch
AGENCY
Ogilvy & Mather
CLIENT
Castrol
BRAND
CRB Minitruck
DETAILS
A new category- creation exercise comes with the thankless job of overcoming age-old beliefs and behavioural patterns. This case showcases a thorough understanding of the consumer along with out-of-the-box, sharp messaging and targeting methods intended to create fundamental shifts.

CARPET BOMBING v/s SNIPERING
This case is special from a communication stand point simply because the consumer is elusive. Bogged down by the demands of life and its commitments, this guy neither has the time nor mind-space to consume media the way normal people do.
CAMPAIGN
Lexus LX570 "Mars Test Drive"
AGENCY
ZenithOptimedia
CLIENT
Toyota Motor
BRAND
Lexus
DETAILS
Chinaís premium automobile market is highly competitive and fragmented with German brands dominating the market. To gain a share of the pie, Lexus planned to re-launch its top SUV model- LX570 in October 2015.

However, LX was first introduced to China in 2008, and since then, there has been zero marketing communications effort for 7 years to push this product. The re-launch campaign needed to reintroduce the product, and bring out the uniqueness of the LX570 under its global communications theme ëWild Luxuryí- a theme which does not directly resonate with Chinese audiences, and hence, needed a local interpretation to be fully comprehensible and attractive to Chinese customers.

Furthermore, the target customer group of High Net Worth Individuals (Family property>10Mil RMB) are already elusive and hard to reach, therefore with a limited marketing budget that is much less than competitors (1/10 of competitorís) Lexus faces a tough challenge to make people aware of LX re-launch.
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