Lexus: Lexus Sweet Lexus

Lexus Sweet Lexus positions Lexus cars as an extension of the home, emphasizing the comfort and well-being of a cabin as a cocoon of serenity: an approach echoing the 61% of French people who consider their car to be a “second living space”. Showcased in a prestigious cinema campaign targeting a premium audience, Lexus invites viewers to experience its vehicles as a sanctuary for relaxation and a means of reconnecting with oneself. A way to enhance brand image by stimulating desire and distinction through Lexus' unique human-centered automotive design. Reaching over 9 million viewers, the campaign generated significant image gains: the exposed audience demonstrated increased brand affinity, pride of ownership and a stronger emotional connection.

In an increasingly competitive premium car market dominated by the Germans, Lexus is struggling to emerge and become known for its qualities. Despite its longevity in the category, the brand lacks resonance with a public that knows little or nothing about its identity. Perceived as neutral or timid, Lexus is hungry for affirmation to assert its positioning. The brand has its own unrivalled craftmanship, but shines in its modesty. In 2024, the challenge lies in the brand's ability to become known for its uniqueness.

To invest on Lexus' distinction, T&Pm France chooses to capitalize on the brand's experience. If Lexus does not shout its difference, it’s because it manifests its attention in the detail of its products. In short, the result of a human-centered work to raise comfort and well-being brought into the cabin.

Strictly speaking, the car becomes a second living space. According to an Auto-Plus survey, 61% of French people consider their car as their “other home”. A Lexus is so comfortable and well-made that you don't just drive it, you live in it. The Lexus Sweet Lexus campaign visually projects the Lexus as an integrated extension of the home. Through an enigmatic spot broadcast in a premium cinema environment, Lexus invites to prestige in a universe conducive to relaxation.

Screened for 4 weeks in the cinema network Canal+ Brand Solution and Médiavision, the film benefits from an exhibition of more than 9 million admissions.

In terms of image, the campaign fully meets the goal of brand affirmation to gain desirability. The difference between a non-exposed audience and an exposure to the spot is +0.9 for “a brand that matches my personality”, +0.8 for a brand that I am or would be proud to own” and +0.8 for a brand that “arouses emotions”.

The target group, 25-59 years old and CSP+, reflects the message of car comfort and feeling “at home” in the car: 42% retain the message “car comfort”.