2014

WWW.PRT.RU

PRT 4 LEXUS

ACTIVATIONS

GOALS & APPROACH

We promote ✓ Highest quality of Lexus cars and

services ✓ Online services

How? WE ARE STORYTELLERS So we are going to tell a great story

STORY

REALITY

What you get buying a brand new premium car…

Status? Popularity? New opportunities?

YOU BUY – YOU GET

Conservative aesthete Technology Driving experience Attitude

HONESTLY

Buying a new Lexus you simply get

The best luxury car!

BEING THE BEST

The best ones are brave enough to claim it

Lexus.com offers customers to

compare chosen Lexus car with competitors

BEING LUXURIOUS

Luxury is not just expensive things

Luxury thing is the highest quality item which keeps its value as time goes by

PILLARS

Highest quality cars and services

Truly client friendly online services Value for money

DON`TS

We are not going to propose: Press trip to Lexus factory in Japan Bring Tanahashi Haruhiko to Moscow

Because it looks too obvious

IDEAS

PILLARS

Highest quality cars and services

Truly client friendly online services Value for money

PROVEMENT

The highest quality car is the one which works perfectly for a very long time We are brave enough to show exactly how it works

KEEP GOING

We`ll put Lexus on a moving platform in Moscow downtown

The car will be in motion for a month without a stop

Good opportunity to show key model Mechanism is similar to the treadmill

WHERE?

Places in Moscow downtown where target audience (TA) are passing by

TSUM Kamergersky alley

The platform will match the landscape

IT WORKS

The performance strictly delivers the key message: Lexus means quality

First ever done Story Right reason for press event

It`s important, right?

FINISH

The car drives down from the platform and arrives directly to the press-event

Journalists make sure the car is still perfect in and out

TIME IS MONEY

PILLARS

Highest quality cars and services

Truly client friendly online services Value for money

PROVEMENT

The only reason for Lexus`s customers to come to showroom is to pick up a new car Everything else might be done online

WE CARE

Lexus`s customers are busy persons

Online services help them to waste less time in showrooms

Time is money

TIME IS RUNNING OUT

Special project with key media which shows Lexus online services (LOS) advantage

We`ll make time counters for TA to know that LOS save expensive time

Suggested online media:

TIME IS MONEY

During the time of the user is online

Bill Gates (the richest man in the world of 2014) earns for

These much Lexuses

Time is expensive, LOS save the time

SERVICE COUNTER

Pick a body color* Get a credit*

LOS is fast and easy way to get any information about the brand

Common time of the user is online

*On Lexus.ru

QUALITY EVOLUTION

PILLARS

Highest quality cars and services

Truly client friendly online services Value for money

PROVEMENT

Lexus is extraordinary quality and comfort conditions which worth paying Extraordinary conditions for extraordinary people

YEARS OF SUCCESS

Lexus LS is the most expensive model in the product line

In 2015 it`s been a quarter of century of quality and comfort

Each generation has its vision of success, wealth and quality

Each generation has its Lexus LS

ART PROJECT

In terms on Lexus LS 25 years evolution we`ll show how requirement to extraordinary quality has been changing and who were its target audience during this time

Photo exhibition of persons and the highest quality conditions they afforded and going to afford in future

TRENDY PEOPLE

Each generation has some extraordinary moneymaking business

We`ll show who are these extraordinary people (from 90`s till now)

We`ll create the portrait of future extraordinary businessman

FACES & TIMES

1990`s 2000`s 2010`s 2020`s

Software RAP Music Social networks What`s next?

Bill Gates Nelly Mark Zuckerberg ???

WHERE?

Museum teams are ready to communicate

Multimedia art museum Pushkin Museum

BUDGET & KPI`S

SPLIT BY PILLARS

Highest quality cars and services

Budget: ₽ ₽

KPI`s: Over 150 publications Specialized online/print Business online/print Lifestyle online/print TV/Radio

Truly client friendly online services

₽ ₽

Over 3 000 000 views

₽ ₽ ₽

Over 100 publications Specialized online/print Business online/print Lifestyle online/print TV/Radio

Value for money

Subtotal: ₽ Agency fee (%): ₽

TOTAL: ₽ (Incl. VAT)

WE ARE STORYTELLERS

THANK YOU!

2014

WWW.PRT.RU