Lexus has launched a new marketing campaign to introduce the all-new 2013 version of its top-selling sedan, Lexus ES. The vehicle boasts of the most progressive technologies and represents the first-ever ES hybrid. 
Photo: Lexus ES, clickable

Pic: Lexus ES «Look Twice» print

“The new ES proves what’s possible when advanced technology is elevated by style,” said Brian Smith, Lexus vice president of marketing. “The launch campaign is strategically built to showcase the vehicle’s many impressive innovations with equally captivating and engaging marketing initiatives.”

Earlier this year Lexus successfully launched the GS sport sedan and the new 2013 Lexus ES campaign is expected to become not less lucky.

The campaign includes a commercial, ‘Split World,’ which shows the car through mirrored images unveiling its super chic exterior and “reproducing the reason to look twice” at the new model. The second ad, ‘Infinite Glances,’ zooms to emphasize the ES catching viewers’ attention with stunning design details.

Three additional spots—‘Make your Mark,’ ‘Future Unfolded’ and ‘Mark of Pride’ are created for African-American, Hispanic and LGBT audiences.

Lexus will run the campaign on its social media channels and include various engaging activities. For example, ‘Lexus Ignition’ will collect customers’ start-up projects, which are high-tech and high-styled for other users to vote for the products they like most via a custom Facebook app. Four fan favorites will receive $100,000 in seed funding, in total.

Another initiative is a Brand Magazine on Flipboard, the world’s first social magazine designed for iPad, iPhone and Android, which will provide users with content from Lexus’ Twitter feed.

Additionally, Lexus will sponsor the ESPN Saturday Afternoon College Football Halftime Show and as part of the sponsorship will launch activations across online, mobile and tablet platforms and ads during primetime at ABC and NBC. ‘Split World’ will run in more than 1,500 movie theaters in 183 markets and the print ads will appear in Vanity Fair, Elle Décor and Sports Illustrated.