Lexus Canada expands Moments campaign
Lexus Canada of Toronto has expanded its “Moments” campaign, which began with three television commercials released in October, 2005, to include print advertising. The new creative is in support of the launch of the LS 460 sedan. The national newspaper and magazine campaign returns to the theme of life as a series of moments and of a Lexus as a way of creating perfect moments. One execution consists of a blank page whereupon readers can write their important moments. Another includes a coupon redeemable for an elephant ride in Thailand. The magazine ads are personalized with the names of the subscribers. “We’re very pleased with how positively Canadians have responded to our ‘Moments’ campaign,” said Stuart Payne, director of Lexus in Canada. “We have had many emails and calls from people requesting the words to the television commercial and the newspaper ads. It has done a marvelous job of introducing more Canadian drivers to our redesigned IS ES and LS sedans. As a brand-building strategy, we couldn’t have asked for a better response.” The campaign was created by Dentsu Canada of Toronto.