Challenge: The Lexus NX 300h, Lexus's new midsize luxury SUV, was launched on August 25, 2017. Facing the impact of competitive models, it is necessary to strengthen NX's product positioning as a luxury, cutting-edge and fully intelligent midsize SUV, to create interest in the product launch in order to improve purchase rates.
Insight: The new NX has a cutting-edge, dynamic and impressive appearance and luxurious all- around high-tech configuration. Its unplugged Intelligent • Hybrid technology is the finishing touch. However, Lexus's current popularity was not enough to support its premium cost, the target customer base was too limited, and the sales expansion, weak. Therefore, how to emphasize the new NX's unique advantages of ""cutting-edge"" and ""intelligent"" to attract more target groups was the main focus of this campaign.
Solution: By analyzing the NX product advantages, it was determined that the target audience was the wealthy and successful new middle-class who pursue a unique lifestyle and who have great taste. Therefore, the campaign's communication advocated ""Cutting-edge and Intelligent, The Unique Achievement."" We invited Wang Qingxiang to act as an elderly person, his calm and powerful personality representing the traditional stereotypes and "routine" while a young man was given the enterprising, non-conformist spirit and image. In the narrative- styled TVC, the young man drives a Lexus NX to visit the elder, who challenges the traditions with a non-"routine" enterprising spirit, which fully reflects the cutting-edge, daring product image of the Lexus NX, thus establishing emotional resonance with the target audience. The Intelligent • Hybrid technology, more comprehensive security systems, more luxurious and user-friendly interior design and other product advantages stressed the Lexus NX's all-around high-tech capability and strengthened its competitiveness against the competing products at the same level.