Lexus USA kicked off its annual “December to Remember” campaigns this month with a new approach and expanded reach of the campaign, providing adaptations and translations for Asian-American, African-American and Hispanic audiences.
Still featuring the iconic red bow, this year’s campaign veers away from the traditional retail sales strategies and focuses on a more human-centric approach by highlighting the excitement of the gift-giving moment and various unique efforts of surprising a loved one.
"Where other manufacturers were focused on sales transactions – 'moving sheet metal' – Lexus focused on the holidays and the joyful human moments that create special memories," Lisa Materazzo, Lexus vice president of marketing, said in a press release. "We conducted consumer research that sought to understand the emotional allure of the holidays. Perhaps ironically, it was that focus on the consumer that ultimately led to sales leadership over competitors."
This year’s “December to Remember” campaigns will be on cable, NFL, NHL, college football and English Premier League broadcasts, and will be aired in major airports during the holidays.