The luxury car brand is launching an online debate and embracing new digital media channels in addition to traditional direct response. It will launch in late summer.
Lexus originally put the brief to market for a viral. Lateral won the work following a four-way pitch, and created an online PR campaign instead.
The goal is to create Lexus-sponsored informed debate between blogger opinion leaders in areas such as environment, politics, design and health, to spread the message to a wider audience.
Lexus has been investing more heavily in the online space, but not yet in blogging.
The debate aims to develop mainstream consumer acceptance of new hybrid car technology, asking what the UK would be like if all cars were already hybrids.
Lexus says this campaign has a different set of performance indicators, is less about response and more about creating long-term brand associations.
Matt Button, CRM and database marketing manager, Lexus, said: "This is a very important trial of a new online strategy for us. While we will track the campaign, we have nothing to measure it against yet, so this will be an exciting learning curve."
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