In late 2014, Lexus was ready to introduce its first compact crossover into the US market and wanted to go beyond its competitors’ claims of just simple utility. They recognized the importance of hyper-targeting their potential customers, and, created over 1000 thirty-second unique clips.
In 2014 Porsche launched a completely new SUV, the Porsche Macan. Porsche wanted to find a disruptive way to introduce the Macan and created a campaign that was based on the blind trade idea: do you dare to trade your car for ANY Porsche? (knowing that Porsche also makes bicycles?)
The brand values remain constant, but times change. Luxury brands are embracing the reality of the new digital consumers. So is Hermès: with the objective of reaching the young male luxury consumers all over the world, the fashion brand took the mobile route with a new app named Tie Break.