The Big Idea

WHAT SETS US APART?
I asked myself what do driver's really want? What do they really care about? What gives them peace of mind?

"Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generations."- Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.68 par. 4

According to The Association for Safe International Road Travel, nearly 1.3 million people died in road crashes each year. On average, a near 3,287 deaths per day. In addition, 20-50 million people are injured or disabled. More than half of all road traffic deaths occur among young adults. 

I believe safety has become the first priority when adults above the age of 25 are looking for a new car. Driver's carry important cargo: children, loved ones, family, friends, pets. 

I also believe driver's today look for convenience.  Everyone is looking for the easy road and way out.  Living such productive full lives with a million other things on your mind, the last thing you want to worry about is your car.

Lexus is the full package. It provides a luxury that sets you apart from other driver's on the road that makes you feel good. It is rated the No. 1 car in reliability and safety. It offers convenience and style all in one. These are the most important points i want to focus on throughout my campaign."An effective ad is driven by the underlying concept. An advertising idea— or concept—is the creative reasoning behind a solution." - Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.68 par. 3

Demographic: EVERYONE!
Yes i know that a brand new Lexus can be considered a higher-end vehicle with a bigger price tag. I want to focus our new Lexus Models on ages 25 and up.

As for those ages 24 and under, a Lexus is still within budget. Most teen drivers and early twenties drivers buy used cars anyways because it falls within their price range. I am 26 and bought my first Lexus at the age of 25 for only $20,000. You can find older models with the same safety features and benefits as a newer model for a great price. Another plus is that most of these pre-owned cars still have great warranty's in tact and are certified.

"A Certified Pre-Owned Lexus offers all the  benefits new Lexus owners enjoy. From our 2 year warranty/100k miles total vehicle mile warranty, to financing and leasing offers that are similar to new-vehicle offers, you'll find our program- and the vehicles themselves- reflect the exceptional quality you expect from Lexus. Discover the benefits of Lexus CPO, only at your Lexus dealer." - Lexus official site.

With that being said, this is a great option for parents to by their younger teen drivers to keep them safe on the roads. It is also a great choice for our younger generations to be able to afford a beautiful luxury car that also keeps them safe and in style.

I think price is the one thing that scares consumers, but that is only because they see the newer models on TV commercials and think, yes i want reliability and safety, but i just can't afford it. Well thats not true. I'm going to highlight the face that Lexus does not only produce new expensive cars but our older cars are priced for those who want the same benefits.

The one campaign i was extremely impressed by was Subaru. There commercials reflect not only their new cars but their older cars as well. Stating you can drive a Subaru forever, that you can pass these cars down from generation to generation. I plan to use somewhat the same idea but incorporate that safety is the key to keeping drivers more alert and aware when purchasing a car.

"Do you ever walk into a business establishment and think, Boy, if I owned this place, I would handle thinks differently! That type of commentary points to the advantage of seeing a product, service, or group “from the user's point of view,” and that can lead to an insight into the advantages a brand (or a group) has over other brands (or groups)." - Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.70 par. 4

I want to get everyone involved and educated on what Lexus stands for. I want Lexus to be known as the safest luxury vehicle that is also affordable without losing it's value!

In the past, Lexus has branded themselves as luxury styled and with that comes a very narrow demographic. Their commercials consisted of young 25 year old models driving in the nighttime city streets without a car in the world. This really exerts the rest of society. Not everyone wants that feel. Why would a 34 old mother of two think, 'Hey, thats what i want to be doing!' Her first thought is actually her children. Is is safe as well as stylish? YES IT IS. Then Lexus tried another approach by throwing children into their ads. A gorgeous model couple and their two kids walking out of their mansion to find a beautiful luxury car in their driveway. This was the wrong way to go about getting the safety issue out there as well. This gives the viewers the idea that you have to literally be rich in order to afford a safe car like this and sends them looking across the street at their nearest Ford dealership.

This YouTuber quotes "Where rich people give each other cars for Christmas." Thats not a good look. This is exactly why I want to focus on the norm in society. 

My campaign will focus on the normal people in society. The mother, the senior citizen, the children. I don't want commercials to portray a certain demographic of young pretty people with money because society consists of so many other groups. Thats the one thing Ford does right and thats the big things i will change for Lexus in my campaign.

Another thing I am going to change is the website. When you visit the Lexus website and click on features, it gives in bold sub-headliners links to why the vehicle is important and beneficial. A list of these sub-headliners consist of:
CRAFTED ELEGANCE
GET MORE, USE LESS
THE ULTRA LUXURY PACKAGE
AGGRESSIVELY STYLISH
EXCEPTION COMFORT
ASSERTIVE HANDLING
HANDS-FREE TECHNOLOGY
DRIVER'S SUPPORT

"In advertising, when you draw upon common experiences—funny, sad, bittersweet—people usually relate to them. The response from people should be something like: “Yep, that's how it is!” An ad can make an experience a communal event, making us feel that we've all participated. Their reality is our reality, and we feel a kinship with the brand or cause being advertised."- Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg.82 par. 4

WHY is safety and reliability not one of it's biggest features? If you scroll down to other links it gives you in full a description of it's safety features. I just feel they should really be highlighted.



SAFETY:
- ADVANCED Airbag System
       -front passenger's twin-chamber airbags (SRS)
       -Front and rear seat-,punted side airbags (SRS)
       -Driver's and front passenger's knee airbags (SRS)
       -Front and rear side curtain airbags (SRS)
-Lane Departure Alert - using camera's to monitor visible lane markings and is designed to warn you if you are drifting so that you steer back into the lane.
-Traction Control - senses the onset of wheel spin, the selectively apples the brakes and automatically transfers power to the driving wheel with better grip.
-Backup Camera - placed above the license plate to give a better view of rear objects unlike regular backup cameras. It also beeps when you the driver is getting to close to an object.
-Intuitive Parking Assist - sensors integrated into the front, rear and corners of the bumpers for extra precaution.
-High-Intensity Discharge Headlamps
-Automatic Projector Beam Headlamps
-Vehicle Stability
-Blind Spot Monitor with Rear Cross-Traffic Alert
-Electronic Brakeforce System
-Smart Stop Technology
-Whiplash Injury Lessening
-Child Restraint Seat
-Rigid Body Structure with Crumple Zones
-Seat Belts - Three-point seat belts for all seating positions, pre-tensioners with force limiters for front and outboard rear seats. Emergency locking retractor and locking retractor.
-Rain-sensing Intermittent Windshield Wipers
-Water Repellant Glass
-Vehicle Theft-Deterrent
-Lexus Enform Safety Connect

NOW THATS MORE LIKE IT ON SAFETY!!! Blows your fully-loaded Ford Fusion out of the water for the same price. How impressive and it comes on STANDARD models!