GRIP THE WHEEL
As any seasoned luxury auto dealer will tell you, no amount of brand communication can compare to the feeling of being behind the wheel. To support the launch the all-new Lexus RX, The Globe and Mail was tasked to deliver 500 unique test-drives across Canada over 3 months.
In a multi-platform marketing partnership – and with a strong focus on delivering business results – our audience was invited to Grip The Wheel.
With a powerful combination of our marketing leadership and creative development and Lexus’s agency, DentsuBos, we delivered a cross-channel customer acquisition campaign to get readers to test drive a RX.
In the first time The Globe enabled access to subscribers, Lexus was able to exclusively target them to launch the program.
Phase 1 targeted subscribers with a custom invitation in the newspaper and website, with an exclusive gift card incentive for Harry Rosen or Tiffany’s to take the test drive.
Phase 2 reached non-subscribers, launching extensive promotion in newspaper ads, digital takeovers and First View sponsorships, along with in-dealer promotion, featuring a contest and complimentary Globe subscription offer.
In addition, an engaging brand campaign built awareness for the new RX, presenting the voice of real Lexus drivers in an engaging 4-part video series. We asked notable Canadians “Where Does The RX Take You?” while they toured their favourite local spots in style. The videos were presented online and across the influencers’ social media accounts.
The program represented our first advertiser program that guaranteed results, generating over 30,000,000 total media impressions.
Also helping to drive the success of the program, competitive dealerships were geo-fenced on mobile networks to capture the attention of in-market auto intenders, driving them directly into Lexus dealerships.
The program delivered 731 test drives, surpassing the goal by 146%
- Over half of respondents were Globe subscribers
- Brand media drove a highly engaged audience to Lexus.ca
- Visitors to the site demonstrated above average page views and time spent
- Globe Alliance sites drove the most readers to Grip the Wheel’s landing page
- Lexus extended the campaign due to the strong response
And most importantly, we generated sales of the new RX. Year over year sales were up 35%.
The “Grip The Wheel” program raised the bar for marketing programs with our clients. With such strong results, Lexus extended the Grip the Wheel program and quickly launched a new program – Driven to Discover – closely aligned with our coverage of the 2016 Rio Olympic Games.