Challenge
To establish a new leading luxury car brand into a highly competitive and already dominated market. To find a position within this market sector that had yet to be discovered.
Solution
Working with Lexus from their initial introduction to the UK, Communiqué 360 created a niche between the two market leaders: the progressively technological BMW and luxuriously classic Mercedes Benz. Forging an identity based on the timeless grace and advanced precision of Japanese technology, we were able to change perceptions through a range of visually dynamic consumer literature.
Results
Lexus are now a leading premium brand whose highly visible message is one of exclusivity and quality as encapsulated in the marketing materials we developed.