Digital Signage Connection

On the heels of Lexus’ first Super Bowl spot, the luxury automaker is launching a multi-faceted marketing campaign for its highly anticipated 2013 Lexus GS sport sedan. The bold new GS — which arrives in showrooms this week — marks a defining moment in Lexus’ history, with major enhancements in performance, design, technology and luxury.

“This vehicle has come farther, faster than any other vehicle we’ve developed, and is the first to wear the new design face of Lexus,” said Brian Smith, vice president of marketing, Lexus. “With the GS, we’re redefining our place in the industry, as well as in drivers’ minds. Our marketing campaign has to do the same, and it’s supported by one of the largest media buys in the history of the company.”

Beyond four new broadcast spots, Lexus is launching several programs elsewhere.

In a first-to-market opportunity for the automaker, Lexus will create an insert utilizing NFC (near field communication) technology for Wired, appearing in select copies of the April issue. In a highly targeted campaign component that transforms consumer interaction with print publications, Lexus will utilize emerging technology to showcase the Enform app suite to tech enthusiasts. The insert will allow NFC-enabled smartphone users to view the mobile site upon placing the phone on top of the insert. Other smartphone users can access the mobile site by entering the URL in their browsers.

The next-generation Enform app suite also will be spotlighted in two new partner programs. Luxury lifestyle website JustLuxe will feature editorial content on upscale dining experiences, allowing readers to link directly to Open Table to make reservations. Lexus also will create a new GS branded music station on Pandora highlighting artists, songs and albums that have revolutionized the music industry.

Key out-of-home marketing highlights include full-motion video boards at DC Gallery Place and new digital boards in New York City’s Times Square. Additionally, “Beast” will run in 700 movie theaters in more than 150 markets.

The “Beast” broadcast spot is a derivative of the brand’s Super Bowl commercial and showcases performance features of the vehicle, including the four driving modes (ECO, Normal, Sport and Sport S+) and Lexus Dynamic Handling system. In a futuristic lab, there are several loud thuds, and a large metal containment box bursts open with a dramatic explosion as the all-new GS races out of the box. As the GS F Sport aggressively maneuvers through a tunnel in the science facility, the voiceover announces that “the next generation of Lexus will not be contained.”