Lexus goes for 'edgy' local launch of GS executive sedan

To attract younger drivers and compete with alternatives like the BMW 5 series and Mercedes-Benz E-class, the GS needs a different image, and Crown Motors has teamed up with Dentsu and ZenithOptimedia, its long-term the creative and media agency partners, for the new integrated campaign.

Including TVCs, print, eDM, banner, and mobile app elements, as well as a retail road show on 18 and 19 February at Ocean Terminal, the campaign aims to highlight the car's new sportier driving modes and experiences, according to the company.

Crown Motors also charged digital agency Focus Imaging to create Lexus’s first Facebook campaign in Hong Kong. To maintain consumer involvement and hopefully viral effects, Focus Imaging has created  “GS Missions,” a challenge with a top prize of US$1,000 in fuel coupons and a chance to enjoy a five-day Lexus GS test drive.