When we previewed the 2011 Lexus CT 200h in the New Orleans French Quarter last year we were pretty impressed by the direction Lexus was going. The entire car was designed to go after a younger segment—a segment that was looking for luxury, but wasn’t quite ready for the matured image of the ES and wanted to be more sustainable than the IS. The CT 200h wasn’t Lexus’ first hybrid in the 200 series, but it did reflect a change in direction. Now with the announcement of the “CT Remixed” campaign on Tuesday of this week, Lexus is reaching out to show the younger generation of buys that they have relevant content for them.
What is relevant about the “CT Remixed” campaign? Well, for one, the campaign features GRAMMY® award winning producers that have made unique tracks to promote the CT 200h. Producers include Alex Da Kid (Eminem), LA Riots (Lady Gaga), Dave Aude (Rihanna), Bones Domingo, DJ Nesty (Don Omar) and Derek Bramble (David Bowie). What does music got to do with it? The program is designed to reach those people in the CT target audience that are inspired by music in their daily lives and with the target audience level set at people like myself that are in their mid-twenties to mid-thirties and looking for some luxury with their “green,” then we would have to say Lexus has a pretty good handle on the market. The closes competition they have is the 2011 Lincoln MKZ with the Sync system. However, you would have to go from a sport hatch to a sedan, so Lexus stands out in the hybrid and sports compact luxury segment without a doubt.
“There are so many talented people on this project, and I really applaud Lexus for taking such big risks – it obviously paid off,” said famed producer Bones Domingo. “I don’t think I had ever thought of Lexus in that way before this campaign.”
That is really the key—changing the way people perceived the Lexus brand and their new hybrid.