The campaign features a number of exciting elements:
· The essence of the all-new IS and IS F SPORT is captured in a new television spot that first appeared on June 19 and will run until July 15. The fast-paced ad – entitled "Intensity" – raises the viewer's adrenaline level by using sophisticated techniques that maximize sensory impact. It can be seen at: youtube.com/watch?v=kAm0ERH93Ks&feature=player_embedded.
· In the spirit of the powerful, emotional experience of driving an IS, there's a unique Augmented Reality (AR) application for smartphones. Decals have been placed on the floor of all IS vehicles on display at Lexus dealerships across Canada. When you point your smartphone at the decal, you'll get a rich interactive AR experience on your device that brings the IS to life. In addition, at Toronto's Pearson International Airport, an all-new IS F SPORT will be on display, complete with its own interactive AR experience. And an AR feature is being included in the new IS brochure as well.
· By visiting the new Lexus Canada Facebook page, Lexus fans can enter the "Get on Track" contest for a chance to be one of 24 people brought to an exclusive IS "Track Day" event, where they'll be able to drive the all-new IS on the legendary ICAR Circuit in Mirabel, Quebec.
· There's a special IS microsite (2014LexusIS.ca for English, LexusIS2014.ca for French) that contains comprehensive video and gallery content. Other online initiatives include a YouTube masthead, plus tablet, mobile and other banners. Offline, there are eye-catching out-of-home displays throughout Canada's largest cities, from Toronto and Montreal to Vancouver, Calgary and Edmonton.
"The all-new 2014 IS series offer Canadians a special combination of stunning style and superior performance – resulting in a powerful stimulation of the sensations," said Cyril Dimitris, Director of Lexus Canada. "To convey that strong sense of emotion, we have carefully selected the specific elements of our program to set just the right tone for a vehicle that is truly 'Amazing in Motion.'"
The all-new 2014 Lexus IS and IS F SPORT have been redesigned with passion from grille to tail-lights, with a host of new luxurious standard features. Buyers have a choice of engine sizes and rear-wheel-drive or all-wheel-drive models, intuitive controls and instrumentation, advanced safety features, and thoughtful, driver-focussed convenience and luxury. All of this is offered to Canadian drivers at a manufacturer's suggested price starting at just $37,300.
The Canadian launch of the all-new IS comes shortly after Lexus unveiled a global branding program to reinforce the brand's obsession with design excellence and relentless focus on engineering excellence. That campaign includes a new lifestyle magazine available in Canada called Beyond By Lexus, which features Lexus vehicle information, as well as stories on travel, architecture, art and design. Another highlight is the creation of five short films that explore the theme of "Life is Amazing." For this project, Lexus collaborated with The Weinstein Company to support emerging directors from around the world, commissioning them to bring five wonderful stories to life. These will debut at various film events and will be featured on lexus.ca later this year.