LEXUS
FACEBOOK
1,000 ADS
You’re a luxury car brand launching a new midsize SUV into the most crowded segment of the luxury automotive category.
You have a choice to make:
THE NOISE
Follow the category rules and focus on the utility of size, roominess, and cargo capacity
Create a series of rational, generic, boring social banners
Define your target and fill their feeds with stuff to scroll past
Optimize based on clicks
Hope to stand out
THE SIGNAL
Define utility as table-stakes
Change the conversation to include the emotional desire for luxury
Identify your audience, then scrape their profiles to understand their personal passions
Unleash the power of dynamic, data-led creativity
Create flexible, modular ads bespoke to each individua
CAMPAIGN INCLUDED: Social/Digital/Content/Earned and Owned
AGENCY: Team One