The Spirit Of Lexus

As part of an extensive European launch
campaign for the LS 460, Lexus required an
experiential communication programme
to help over 800 European dealership
staff adapt their behaviour to attract new
customers to the brand and encourage
advocacy.

Opus created and developed a powerful,
experiential event to immerse delegates in
the product, the brand and the behavioural
changes required to build brand loyalty.

Berlin's former train station & postal sorting
office provided a unique 'blank canvas'
where Opus created bespoke training
environments for a range of classroom
learning sessions.

Delegates took part in a series of interactive
'Master Classes' identifying the behaviours
required for the full customer experience
from initial contact through handover and
ultimately to loyalty. At the core of the Opus
solution was the essence of 'story telling'
using objects set up in a museum style
setting. Compelling stories, which support
the brand, are exceptionally good ways
of engaging staff and serve as effective
learning takeaways.

Following study of a number of premium
brand promises within the classroom,
delegates took part in a "Brand Safari"; they
were chauffeur- driven in the LS 460 to a
range of stores (Bang & Olufsen, Nike, Hugo
Boss). Here they experienced how it felt to
be a customer and whether the store ethos,
service and environment really fulfilled the
brand promises.

Category:

Autos & Vehicles

Tags:

• Experiential
• marketing
• car
• launch
• event