The Car and Truck Fleet and Leasing Management Magazine

Lexus Introduces Drivers to its new HS and 'Hello Someday'

September 14, 2009

EL SEGUNDO, CA - In September, Lexus raises the bar once again with the arrival of the most fuel-efficient luxury vehicle in the U.S. The 2010 Lexus HS250h hybrid sedan offers an unprecedented blend of advanced technology, luxury, and sustainable materials, according to the manufacturer.

"With the HS, we're bringing something to market that no one ever envisioned," said Dave Nordstrom, vice president of marketing for Lexus. "People want to do the right thing - they want great mpg, but they also want the latest in technology, the latest innovations and a car that's fun to drive. This vehicle has it all wrapped up in one."

To launch the HS, the automaker is debuting an integrated marketing campaign highlighting the vehicle's future-forward innovations. Titled, "Hello Someday," the campaign reveals that the car of the future is now a reality.

In one of five television spots produced for the launch the voiceover reads: "Someday cars will use infrared to monitor the driver's face and alert them when they're not paying attention to the road. Hello Someday." The ad, which showcases the vehicle's available Pre-Collision System with Driver Attention Monitor, illustrates how Lexus delivers the possibilities of tomorrow, or "Someday," to the forefront of the automotive industry today.

In addition to television, the marketing campaign includes print, online, event support and mobile applications. The TV spots, which break today, will air during both prime time and sporting events on ABC, CBS, FOX and NBC, as well as late night and on select cable networks. Print ads are slated to run in a broad range of news and lifestyle outlets, including Clear, Dwell, Esquire, Fast Company, GOOD, National Geographic, The Economist, The Week, Playbill, The New York Times and The Wall Street Journal.

The print campaign also includes a unique partnership with Condé Nast in which ads have been customized to appeal to the interests of the readers of individual Condé Nast magazines. Three different ads have been created featuring renowned visionaries in fashion, architecture and technology-Isabel and Ruben Toledo, Richard Meier, and John Maeda, respectively. The experts share what they believe innovation and the idea of "Someday" will look like in their discipline and how the HS fits into their view of the future.

Additional highlights of the campaign include:

Video Ad Pods-Four video ad pod mini-commercials featuring advanced technologies of the HS will air on ABC and NBC online.

"Conan Please Blow Up My Car"-Lexus partnered with The Tonight Show with Conan O'Brien to create a promotion where participants submitted their clunker in a sweepstakes for the chance to win and replace it with an all-new HS Hybrid. The winner was announced on Sept. 4.

ABC's Flash Forward Partnership-The HS 250h will be a featured vehicle of a key character on ABC's highly-anticipated premiere season of Flash Forward, and will also be featured in the show's print, television and online ad campaigns.

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