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Lexus makes image gains and improves purchase consideration with Times Online

Associating the brand with enjoyment of 'The Finest Experience' generated a measurable improvement in brand attributes.

Snapshot
Campaigns that build appropriate brand associations can reach the consumer through the various different touch points a newspaper can offer. In this example, Lexus used Times Online to communicate an association between the brand and enjoyment of 'The Finest experience'.


The issue
The Lexus brand was competing against a range of well-established upscale brands - Audi, Mercedes and BMW. Lexus wanted to associate the brand with a particular kind of enjoyment - 'enjoyment of the finest experience'. The challenge was to find a media vehicle that would reinforce this brand proposition. The target audience was ABC1 25-44 year-old men and women.

Why Times Online? Times Online had a number of advantages in reaching the target audience:

  • The ability to communicate the 'The Finest Experience' proposition in a fresh and relevant fashion associated with unique content. This was achieved through the creation of an online entertainment guide. There was specific sponsorship of the Food & Drink, First Night and Theatre channels. Additional branded advertising and ad-hoc editorial support completed the package
  • The stature of the newspaper reinforced the up-market aspirational attributes that the campaign aimed to communicate
  • Creative was sited in an environment where the mind set of the consumer was a good fit with brand communication objective

Results
Research used AdIndex control-exposed methodology that measures the branding value of online ad campaigns as they run live across a site. As a result of the campaign, purchase consideration increased across all income breaks, from the controlled to the exposed group:
  • 12% to 22% amongst <£40k
  • 23% to 27% amongst £40k to £75k

Amongst those in the market for a new car more than a year from now, there was a 38% increase in purchase consideration between the controlled and exposed group.

All positive brand attributes increased amongst those exposed to the campaign including rating Lexus cars as:

  • Luxurious
  • One of the finer things in life
  • A wide range of models
  • Exciting to drive

For further information on communication opportunities call: 020 7782 7185