Lexus Digital PitchNew RX Launch Campaign&Branding Localization Communication
CONTENT•TASK 1： NEW TX LAUNCH CAMPAIGN•TASK 2：BRANDING LOCALIZATION COMMUNICATION•TEAM STRUCTURE•Q&A2
3Task 1Key Task: Based on the campaign communication strategy, develop digital marketing strategy, digital communication big idea, theme, creative, digital media planning, and budget allocation. What is the role for communication? 1. Help build new RX awareness among target customers within the launch campaign phase. 2. Help build RX brand image through digital creative and marketing tools. 3
4原RX主要90%销售集中在40-45万区间, 是一辆买给老婆开的车Original RX retails at RMB 400k – 450k, is a car men buy for their wivesNew RX 升级 , RX270T 47-54万 & RX 450h 71-96万, 针对新权力男性New RX, RMB 470k – 960k, targeting New Power Men价格的提升与人群的转换不仅是一个单纯的重新定位因为真正的挑战来自于改变消费者既有的价值认知Price increase & target shiftGoes beyond simple re-positioningThe real challengeLies in changing existing value perceptions4
5这种改变叫做 颠覆Such a change, is a REVOLUTION5
6就必须先颠覆新权力人群的价值认知要重新定义中大型豪华SUVTo redefine the mid-large luxury SUVcalls for redefining the value perceptions of the New Power Elites6
7在旧权力消费者的思维逻辑中, 我们不占有任何优势 Among the Old Power Elites, we hold no advantageRX对他们而言是一辆硬件指标与动力均劣于X5, Q7, ML的车型, 且通过性较差是一辆适合女性驾驶的SUVRX is hard metrics perception are dominated by X5, Q7, MLIt is perceived as a SUV for women7
8旧权力消费者被德系车的价值体系绑架The Old Power Elites are influenced by the German value systemX5, Q7, ML目标消费者购车考虑因素排序:1. 品牌 2.性能 3.外观 4. 安全 5.空间 6.内饰 7.价格X5, Q7, ML target buyers consider the following factors (in order):1. Brand, 2. Performance, 3. Styling, 4. Safety, 5. Space, 6. Interior, 7. Price因此我们设定了新权力人群寻找新的突破机会Targeting the New Power Elites is a way to breakthrough8
9Similarly, they do not consider X5 (2%), Q7 (1%), ML (1%)How do we overtake the competitors, and change their perception of the RX?9
10OUR OPPORTUNITYNEW POWER ELITESwill choose to differentiate in valuesfrom the Old Power ElitesTRENDYSPORTYTECHBUZZTASTE/ VALUE
11他们对Lexus的印象来自于“无知”98%以上的新权力人群从未驾驶或试驾过Lexus品牌的任何车系虽然机会存在但我们必须正视一个事实目前, 所有的数据和观察显示无论RX或Lexus品牌都尚未进入这群人的视线Although the opportunity is there, we still need to face a reality:All data indicates that, at present,neither LEXUS or RX is within the consideration set of our target group98% of the New Power Elites have not driven any LEXUSTheir perception of LEXUS stems from ignorance11
12如何进入新权力领导者的目光吸引他们的视线除了已知的四项显性表征外(Inspiring, Responsible, Empathetic, Respectful)更要掌握能吸引他们目光以及真正触动他们高端消费的Insight12
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14新权力领导者他们的消费 同时也是投资To the New Power Elites, consumption is also investment访谈对象中: 其中有3位的创业首轮融资取得来自车友会 ...
