DCC WHEELS OUT NEW LEXUS CAMPAIGN
By Adnews Staff
Toronto-based DCC Communications has created a new campaign for the Lexus ES 300 which will run from October to December. The creative is intended to reflect how current owners feel about driving the car, based on focus group testing. "Focus group testing revealed that Lexus buyers viewed the ES 300 as a personal oasis of tranquillity and freedom," said Keith McDevitt, vice-president and group account director at DCC Communications. "This initial print campaign drives home how the ES 300 differs from its competitors by highlighting the intangible qualities associated with the car." In one ad, the ES 300 is presented as the perfect environment to ponder the question "Is the engine on or off?" Another describes the interior of the car as the "realm of understated elegance seldom encountered outside a presidential suite or private jet." The campaign is running in French and English in Canadian newspapers and variou business and lifestyle magazines. Also included in the campaign are 12-second advertisements on the Elevator News Network.