Pico was briefed to launch the new Lexus ES as a key model in the brand’s growth plans and its competitive presence in an expanding market segment.
While brand, price and quality are still important, experience has become elevated in the decision-making process for Chinese consumers.
Supported by in-depth research into the Lexus ES concept, including the concept of ‘YET philosophy’ and the ‘Spirit of Takumi’ infused in the design of its cars, Pico’s strategy focused on creating affinity with the audience by integrating the new ES into a key lifestyle trend – ‘living refined’.
Pico developed a series of immersive environments in which guests experienced every facet of ‘the art of YET philosophy’ while demonstrating that the Chinese are refined global consumers. Combined with the use of KOLs and social media, Pico triggered a ripple effect that communicated to a new generation what the lifestyle of a Lexus ES owner could be like.