Lexus
Creating a relationship with Young Hispanics
The Challenge
The Lexus NX F SPORT is enriched with advanced technology and distinctive styling
for a dynamic luxury driving experience. We needed to find an approach that
would drive affinity and connection to the NX among young, affluent Hispanics.
BARRIER
Young, affluent Hispanics didn’t always see Lexus as a brand that understood them emotionally and culturally.
SOLUTION
The new Android Auto feature helps our hero connect with his long-distance mother, so she doesn’t miss singing her favorite lullaby “Arrorró Mi Niño” to her grandchild.
RESULTS
Lift to consideration: 72%. Net call to action: 80%. Brand likeability: 82%.