Lexus to Make December a Month to Remember
by EVANDER KLUM
Toyota's Lexus luxury division will bring back the popular campaign for the holiday season called the "December to Remember". This new campaign from Lexus will be part of the December Sales Event, and features Lexus models adorned with a red bow.
According to a Lexus official press release, "The 2007 "December to Remember" campaign returns to its roots with the surprise element, while also reaching out to a new shopper -- the self-giver. In its eighth year, the advertising campaign still resonates with consumers and is as anticipated as the traditional Clydesdales or polar bear campaigns that also air during the holidays. In fact, nearly 10 percent of Lexus vehicles sold during the holidays are purchased as gifts and dealerships across the country stock up on big red bows to help customers recreate the experience in their own driveway."
The "December to Remember" has already started last November 21 and will conquer several media like television broadcast spots, print ads, and radio spots. Three TV spots will be featured, each with unique story line. The first TV spot, entitled "Hockey Practice" features a father and son giving the wife/mother a brand new Lexus model with red bow as a surprise gift for Christmas. The husband said that he can not pick their son for a scheduled hockey practice. So the mother decided to pick her son, stepped out on the door and saw a new Lexus model.
The next TV spot, entitled "Self-Gift" will feature a man that open some gifts from a reindeer made of bulbs and even cuckoo clocks. A weird voice will said "If you didn't get everything you wanted this holiday season, just remember, there's no law that says you can't get yourself a little something" and the man opens the gift and saw a brand new Lexus IS with a red bow. The last TV spot called the "Baby Its Cold Outside" features three Lexus models equipped with Lexus power steering pump, including the LX, GX and RX dancing in the snow.
There are also two radio spots featured in the "December to Remember" campaign. The "Surprise Methods" will feature some guides on how to surprise loved ones with a brand new Lexus model, and the other radio spot entitled "The One Thing" suggests that customers should treat themselves this year with a brand new Lexus model.
The "December to Remember" campaign will be broadcasted in network television, cable news, entertainment channels, and sports channels. David Nordstrom, Lexus vice president of marketing commented: "December to Remember has become a signal that the gift giving season is upon us. While the storylines may change from year to year, consumers always look forward to that joyful feeling they get from watching the recipient discover a brand-new Lexus in the driveway, complete with the red bow. This year, we took it a step further and reached out to those consumers who work hard all year and are looking to reward themselves. We hope the purchase incentives will inspire consumers to give their loved ones��including themselves��the gift that they can appreciate all year."
