Client Brief

Lexus, the No.1 selling luxury car in the U.S., made a clear and confident entry into Malaysia’s luxury market in December 2006 - even at a time when the overall car market was sluggish and struggling to recover from the after-effects of the NAP announcement. The biggest sedan market in Southeast Asia , Malaysia was nonetheless the most desirable market for Lexus; this, in spite of being a newcomer to a market where the luxury segment was dominated by the more established German marques. 

The client’s brief called on Essence to develop an on-going PR Plan to create interest in the brand by leveraging on its product launch and its 3S facility opening, while building and sustaining awareness on Lexus, thus strengthen its positioning in this competitve market. 

Business Challenge
The goal was to strongly position the brand in the luxury segment, garnering support from relevant stakeholders, and to increase the desire of owning a Lexus among the affluent. The immediate priority was placed in building a brand presence in the country, target sales being a secondary objective. 

Essence PR Strategy
The challenge for Essence was to make luxury consumers understand the magnitude of what Lexus has achieved and how they achieved it through their Relentless “Pursuit of Perfection”. The success of the Lexus PR strategy hinged on a series of activities targeting various media as communications vehicles, with heavy connotations of luxury and superiority in everything Lexus. This helped to firmly establish Lexus as a luxury marque. 

The official entry of Lexus in in December 2006 was marked by the launch of the much heralded flagship model, LS 460L and the sports sedan, GS 300. Lexus further strengthened its entry with the opening of the 3S facility, Lexus Center Mutiara Damansara, in January 2007, bringing Lexus owners the much sought-after “Lexus Experience”, the award- winning, world-renowned ownership experience. Media test drive sessions were strategically planned to meet the needs of the motoring media in testing both vehicles. Special test drives for the lifestyle media were controlled and managed closely with a dual objective: to establish Lexus as the premiere luxury brand through lifestyle product and experiential synergies and to expand Lexus media exposure beyond the traditional motoring pages and into lifestyle sections of dailies and top magazines. 

Essence also pitched and secured a monthly column in The Edge called “The Edge BoardRoom: In Pursuit of Perfection with Lexus” which provided brand association with top business leaders and the affluent. This contributed to Lexus being in publications which directly reach those most likely to purchase the car, while also positioning Lexus as a brand synonymous with ambition, achievement and status. 

Results 

• In just less than two months after the launch, PR coverage exceeded RM1.7 million in value.
• In the same span of time, Lexus achieved 25% of its target sales for the year. 
• All the key media positioned Lexus as luxury, and communicated the ‘Pursuit of Perfection’ philosophy behind the brand. 
• Media interest peaked with numerous enquiries and requests for test drives and follow-up stories.