TORRANCE, California — A new multimedia marketing campaign for the 2015 Lexus NX crossover SUV is aimed squarely at young, urban consumers.
Using an integrated approach that incorporates broadcast, print and digital advertising, Lexus hopes the campaign will illustrate for a "social, highly engaged youthful audience" that the all-new NX is a good fit for their active lifestyle.
"Lexus is entering a new segment with our first-ever entry luxury crossover," said Brian Smith, Lexus vice president of marketing, in a statement. "The NX is a dynamic vehicle that blends high-end design with utility. This marketing campaign creatively demonstrates that this vehicle — which offers a chiseled, angular body design with an aggressive turbocharged engine — is fun to drive and ready for any adventure."
The campaign includes four television ads, two of which began airing Monday and will run during prime time, late night, cable, and network and cable sports shows.
In a spot called "What You Get Out of It," a group of stylishly dressed urbanites enters a warehouse and begins loading a variety of items — a bicycle, suitcases, a guitar, a snowboard — into a large crate. The container's walls drop to the ground revealing the 2015 Lexus NX, in which the group drives away.
The second spot, "Moving," continues the story: The same group, still in the NX, drive through the warehouse as several of the vehicle's high-tech features, including the Qi wireless device charger and the latest remote touchpad, are highlighted. As the spot ends, the NX emerges from the building into a nighttime urban landscape.
Lexus says the third spot will use music, sound and quick pacing in an industrial environment to encourage viewers to enjoy an active lifestyle, while the fourth shows a confident man driving the NX, "disregarding the status quo and proudly going his own way."
Print ads in the campaign will run in such popular magazines as Dwell, GQ and Vogue, and a digital component will include paid media and high-traffic Web sites. A Facebook promotion, aimed directly at urban consumers, will feature auto-play video ads.
The 2015 Lexus NX, with prices starting at $35,405 including a $925 delivery charge, is available now at Lexus dealers.
Edmunds says: This campaign for the 2015 Lexus NX should strike a chord with its intended audience.