Lexus is introducing a new hybrid sedan with an integrated campaign that focuses on the car’s advanced technology and sustainable materials.
Five TV spots broke last week, along with print, online event and mobile campaigns.
In a partnership with the Tonight Show and host Conan O’Brien, a sweepstakes let people submit their old “clunker” for the chance to replace it with a 2010 Lexus HS 250h hybrid sedan. The winner was announced on Sept. 4.
The new vehicle will also play a role in ABC’s FlashForward, as well as in the show’s print, television and online ad campaigns. The campaign is called, “Hello Someday.”
The TV spots are airing 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 scheduled to run in Clear, Dwell, Esquire, Fast Company, GOOD, National Geographic, The Economist, The Week, Playbill, The New York Times and The Wall Street Journal. Three versions of print ads in Condé Nast publications have been customized based on readers’ interest.
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