Lexus Targets, Younger, Diverse ‘Creative Visionaries’ for Crossover


Lexus is using a heavily digital and streaming campaign to find younger buyers for its all-new 2022 NX.


The campaign features media partnerships with Twitch, 100 Thieves, Google and Roku and includes seven spots to reach a wide variety of audiences with a similar mindset.


The vehicle “reflects the bold direction we are taking the brand in the next few years,” Vinay Shahani, vice president of Lexus marketing. told a small group of journalists. “The NX is going to set the stage for the next chapter of the Lexus brand. We are counting on it, frankly, to bring in a younger buyer. These younger buyers are approaching luxury in a new way.”


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