As consumers adapted to social distancing and public transit closures due to COVID-19, Lexus sought to reach an audience who had previously relied on mass transit and ride-sharing but were now considering purchasing a vehicle for the first time.
With growth in streaming during lockdown, Lexus planned to engage this new audience on CTV for their Summer Sales Event. Lexus partnered with their agency, Team One, to build an efficient, innovative ad campaign that built awareness of Lexus and increased purchase intent.
"It is very rewarding to be a part of these first-to-market opportunities as Lexus continues to innovate and push the boundaries of automotive marketing. Roku’s OneView Platform gives us confidence to properly deliver the right frequency to our audience, thereby eliminating inefficiencies"
- Lisa Materazzo, VP of Lexus. Marketing
Lexus created a Brand Experience in The Roku Channel to build mass awareness and reach new in-market luxury car buyers who would not see an ad on linear TV.
Team One also utilized Roku’s OneView Platform to target viewers across devices, bringing consumers further along the purchase funnel.
"Roku’s holistic view of our campaign enabled us to capitalize on increased streaming by activating a tactical approach that included tailored audiences, reach and frequency management and coordination amongst the tiers. Working together, we were able to gain efficiencies and see impressive results for our Manufacturer and Dealer Association business units. Roku's been a fantastic partner in driving innovation and results."
- Preston Larson, Management Director, Team One