Putting the customer at the heart of a product launch
With the launch of the all-new LBX, Lexus was entering a new market segment, meaning it needed to engage a different kind of customer.
As Lexus’s retail and experiential partner, we set out to create an event that would inspire sales and marketing teams across their network of dealerships to deliver their most successful product launch yet.
Held at The Compound, Birmingham, the event brought together 54 key guests, all critical to the launch’s success. In line with the LBX’s Everyday Extraordinary messaging, an unassuming backstreet doorway opened into a striking studio space filled with immersive experiences.
Alongside the product reveal and showcase, a series of insightful sessions and fun activities helped guests immerse themselves in the world of “Victoria” — the persona representing Lexus’s new target audience.
Throughout the day, this focus on “Victoria” helped dealer marketing teams identify, target and engage this audience within their marketing strategies. This played an important role in the LBX becoming Lexus UK’s most successful model launch to date.
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From a deep dive into digital channels and influencers, to an exploration of Victoria’s everyday life, every element was designed with different learning styles in mind to make the experience memorable and actionable.
