Description
Media strategy Lexus new GS model launch was actually starting point for overall Lexus brand repositioning campaign. Keyword social responsibility. Our aim was to find suitable slow media for storytelling. Media strategy key points were high reach, domination in suitable environment and maximum concentration to suitable channels. Solution 6 pages insert in Top Gear, Intelligent Life, Forbes, Eesti Ekspress, MK Estonija, Äripäev, Delovõje vedomosti. 4 sequent full pages in right hand was used in National Geographic, Tehnikamaailm, In Time. Internet usage concentrated to Postimees Online and Delfi, solution site hat. ROI We got a lot of PR coverage, like morning program of Sky Plus. We heard that our campaign was discussion topic in many marketing roundtables: we should carry out our campaign with same domination and strength. We got 452 101 unique views and 42 892 unique clicks with Online campaign. CTR was 9,49%! What was the most important - a lot of test drives!
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producer
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projektijuht