Effies
Australia
How Lexus Australia tore up the traditional luxury automotive playbook by making it personal
Agency
Saatchi & Saatchi Australia
Client
Lexus Australia
Awards
Finalist
Challenger Brands
Finalist
CX
Finalist
Long-Term Effects - Product
Case Study
Not Available
Summary
In a market where luxury meant European heritage, where a Mercedes said success, a BMW said performance, and an Audi said innovation, Lexus was highly respected, but not as desired. Australians trusted the brand, they just didn’t love it.
Credits
| Sally Randall | Head Of CRM and Digital | Team One |
| Vivienne Hunt | Account Director | Team One |
| Reuben Hayward | Account Manager | Team One |
| Harley Stafford | Senior Social Manager | Team One |
| Maggie Zhan | Senior Social Manager | Team One |
| Alex Speakman | Strategy Lead | Team One |
| Tanya Fernandez | Senior CX and CRM Strategist | Team One |
| Robin Joseph | Manager Data Analytics and Insights | Team One |
| Mandie Van Der Merwe | Co-CCO | Saatchi & Saatchi Australia |
| Avish Gordhan | Co-CCO | Saatchi & Saatchi Australia |
| Carlo Mazzarella | Creative Director | Team One |
| Kate Langham | Copywriter | Team One |
| Matias Reyes | Art Director | Team One |