lexus brand and advertising tracking study
DESCRIPTION
Lexus Brand and Advertising Tracking Study. Quarter 1 January- March 2006. Agenda. 1. 2. Research Objectives & Methodology What is Lexus’ Status Among Luxury Vehicle Intenders? Does the Advertising Break Through and Communicate on Strategy? Collision, DSE Lamppost, DSE Online - PowerPoint PPT PresentationTRANSCRIPT
Lexus Brand and Advertising Tracking Study
Presented by Hall & Partnersfor Lexus and Team One
April 2006
Quarter 1 January- March 2006
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Agenda
Research Objectives & Methodology
What is Lexus’ Status Among Luxury Vehicle Intenders?
Does the Advertising Break Through and Communicate on Strategy?
Collision, DSE Lamppost, DSE Online
Points for Discussion
Appendix
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Research Objectives
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Purpose of the Study: To explore and track brand imagery and purchase consideration for luxury automobile manufacturers, as well as examine response to recent Lexus advertising. Specifically: Does the advertising break through and is it linked
to Lexus? Does the advertising communicate to strategy? How is the advertising resonating among
recognizers? On what level is the advertising working to elevate
the brand?
Research Objectives for this Report:Examine changes in the relationships consumers have built with Lexus and relevant competitive brands in the marketplace this quarter.
Examine how the current Lexus advertising is working to develop these relationships and reach the brand’s goals.
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Methodology
sample size
methodology
interview dates 4
Age 25+ Percentage of Sample Soft Quotas
25-35 16% 16%
36-44 22% 21%
45-54 29% 30%
55-64 20% 21%
65+ 13% 12%
Household income
Percentage of Sample Soft Quotas
$75-$100k 19% 19%
$100-$150k 40% 37%
$150-$200k 22% 25%
$200k+ 19% 19%
Primarily or equally involved in automotive purchase or lease decisions in the household
Intend to purchase or lease a new luxury car (sedan, coupe, sporty coupe, wagon or hatchback) or luxury
SUV within the next 24 months
20 minute computer assisted telephone interviews on brand attitudes and media habits followed by a 15 minute online
questionnaire on advertising
Luxury Car:Lexus Cadillac
Acura InfinitiAudi JaguarBMW Mercedes
Luxury SUV:Lexus Infiniti
Acura LincolnBMW Mercedes
Cadillac
400 phone interviews per month/approximately 125 online interviews per month
January 1st, 2006- March 31st, 2006
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Lexus & Key Competitors 2What is Lexus’ status among Luxury Vehicle Intenders?
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Overall
Lexus maintains its position as the front runner in the luxury category and continues to lead the category in consideration
Lexus continues to have a strong QDR reputation particularly dominating in reliability. Lexus’ personality is defined as contemporary, inspired, progressive, and caring
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Lexus Acura Audi BMW
Cadilla
c Infiniti Jaguar Lincoln
Mercede
s
Unaided Awareness 28% 21% 10% 33% 18% 10% 6% 7% 23%
Total Awareness 97% 95% 95% 96% 96% 92% 94% 88% 95%
Unaided Ad Awareness 12% 7% 2% 9% 10% 4% 2% 4% 8%
Total Ad Awareness 60% 40% 36% 53% 57% 42% 39% 39% 50%
Unaided General Consideration
10% 9% 6% 13% 5% 3% 2% 1% 7%
Total General Consideration 57% 47% 33% 49% 28% 37% 20% 29% 38%
Strength of Consideration -Top 2 Box
46% 31% 24% 42% 23% 25% 18% 20% 34%
Lexus significantly leads all brands in the luxury category for consideration. Other brands continue to experience declines in ad awareness and consideration, while BMW performs slightly stronger on unaided awareness and consideration
Performance Across Brand Measures: JAN-MAR 2006Base: total
/: Significantly higher/lower than Jan – Mar 05 at 95% confidence level /: Significantly higher/lower at 95%+ vs. Lexus
Base: Awareness/General Consideration – (1195): Asked of Car Intenders (896) : Asked of SUV Intenders (299)
Base: Scaled Consideration –- Lexus (1161); Acura (1120); Audi (847); BMW (1133); Cadillac (1142); Infiniti (1102); Jaguar (844); Lincoln (263); Mercedes (1132)
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LexusLexus
Change vs. Year Ago
Top Vehicle Brand
Vehicle Brand
Average
Exceptional quality 72% 72% 54%
Trust 67% 67% 50%
Reliable vehicles 67% 67% 45%
Customer service 61% 61% 46%
Safety 56% 63% 48%
High performance 53% 77% 52%
Customers’ needs 53% 53% 42%
Respects customers
52% 52% 42%
Innovation 51% 58% 41%
Right vehicle for me
45% 45% 33%
Environment 24% 24% 15%
1%
1%
7%
6%
6%
3%
4%
3%
1%
5%
7%
Lexus maintains a strong reputation in the category across nearly all attributes, particularly on QDR and service attributes. Though gains are being made, Lexus struggles to compete with BMW on perceptions of performance
Q10: Still thinking of [Manufacturer], for each statement I read, please rate each manufacturer on a scale of 1 to 10. The nearer the score to 1, the more you agree the statement does not describe the manufacturer. The nearer the score to 10, the more you agree the statement describes the manufacturer. Starting with [Manufacturer], how much do you think it is…? (score of 8-10)/ : Significantly higher/lower than Jan-Mar 05 at 95% confidence level/ : Significantly higher/lower than Lexus at 95% confidence level : Lexus significantly leads all competitors
Reputation: JAN-MAR 2006Base: total aware of brand
Base: Total Aware of Brand –Lexus (1162), Acura (265), Audi (170), BMW (584), Cadillac (284), Infiniti (260), Jaguar (183), Lincoln (69), Mercedes (579)
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5
2
6
1
-11
-26
0
1
-8
-5
2
3
2
11
3
-7
-24
0
2
-7
2
4
Since this time last year, Lexus has made gains in most reputation measures such as right vehicle for me, reliable vehicles, and safety and continues to widen the gap on reliable vehicles in particular
Lexus Gap vs. Leader
Jan-Mar 05
Lexus Gap vs. Leader
Jan-Mar 06-2
0
+5
+2
+4
+2
0
+1
+1
+7
+2
Gap Change
Exceptional quality
Trust
Reliable vehicles
Customer service
Safety
High performance
Customers’ needs
Respects customers
Innovation
Right vehicle for me
Environment
Q10: Still thinking of [Manufacturer], for each statement I read, please rate each manufacturer on a scale of 1 to 10. The nearer the score to 1, the more you agree the statement does not describe the manufacturer. The nearer the score to 10, the more you agree the statement describes the manufacturer. Starting with [Manufacturer], how much do you think it is…? (score of 8-10)/ : Significantly higher/lower than leader/closest competitor at 95% confidence level
Reputation Gap Change: Lexus vs. Leader (or Next Closest Competitor)Base: total aware of brand
Base: Total Aware of Brand –Lexus (1162), Acura (265), Audi (170), BMW (584), Cadillac (284), Infiniti (260), Jaguar (183), Lincoln (69), Mercedes (579)
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LexusLexus
Change vs. Year Ago
Top Vehicle Brand
Vehicle Brand Average
Luxurious 68% 69% 52%
Stylish 61% 63% 49%
Sophisticated 57% 66% 47%
Contemporary 55% 55% 42%
Progressive 52% 52% 36%
Prestigious 51% 75% 46%
Self Assured 46% 55% 39%
Indulgent 44% 56% 40%
Engaging 42% 47% 33%
Inspired 39% 39% 30%
Exciting 38% 56% 34%
Aspirational 35% 42% 29%
Caring 34% 34% 21%
Unique 30% 52% 32%
Understated 25% 43% 26%
Arrogant 20% 46% 27%
-1%
0%
-1%
-4%
-1%
-3%
-3%
2%
-1%
1%
2%
-1%
-3%
2%
-1%
0%
Lexus’ personality remains strong and constant, defined by contemporary, progressive, inspired, and caring. In addition, Lexus performs significantly higher versus the competitive landscape on most attributes
Q8: Still thinking of [Manufacturer], which of the following characteristics strongly apply. Which luxury vehicle manufacturer, if any, would you say is [1st statement]?/: Significantly higher/lower than Jan-Mar 2005 at 95% confidence level/: Significantly higher/lower than Lexus at 95% confidence level: Lexus significantly leads all competitors
Personality: JAN-MAR 06Base: total aware of brand
Base: Total Aware of Brand –Lexus (1162), Acura (265), Audi (170), BMW (584), Cadillac (284), Infiniti (260), Jaguar (183), Lincoln (69), Mercedes (579)
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-5
-6
3
8
-4
-3
-21
-8
12
-1
-2
6
7
-5
1
-18
-7
9
Lexus has made gains in most strategic attributes versus the leader. Lexus continues to narrow the gap with the leader in exciting and continues to lead the next closest competitor in caring, progressive, and contemporary
+4
+4
+3
-1
-1
+4
+3
+1
-3
Gap Change
Luxurious
Stylish
Contemporary
Progressive
Engaging
Inspired
Exciting
Aspirational
Caring
Lexus Gap vs. LeaderJan-Mar 05
Lexus Gap vs. LeaderJan-Mar 06
Q8: Still thinking of [Manufacturer], which of the following characteristics strongly apply. Which luxury vehicle manufacturer, if any, would you say is [1st statement]?/ : Significantly higher/lower than leader/closest competitor at 95% confidence level
Personality Gap Change: Lexus vs. Leader (or Next Closest Competitor)Base: total aware of brand
Base: Total Aware of Brand –Lexus (1162), Acura (265), Audi (170), BMW (584), Cadillac (284), Infiniti (260), Jaguar (183), Lincoln (69), Mercedes (579)
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Over time, Lexus has steadily increased as the only brand for consideration
Q4 Please tell me how strongly you would consider purchasing or leasing each of the following manufacturers. I’m going to read several statements to you, when I have finished please give me the number corresponding to the statement that best describes your
impression.
Top Box Consideration – “Only Brand I’d Consider”12-week Rolling AveragesBase: total aware of brand
12
7
10
6
11
0
2
4
6
8
10
12
14
16
18
20
7/1/
2002
8/12
/200
2
9/23
/200
2
11/4
/200
2
12/1
6/20
02
1/27
/200
3
3/10
/200
3
4/21
/200
3
6/2/
2003
7/14
/200
3
8/25
/200
3
10/6
/200
3
11/1
7/20
03
12/2
9/20
03
2/9/
2004
3/22
/200
4
5/3/
2004
6/14
/200
4
7/26
/200
4
9/6/
2004
10/1
8/20
04
11/2
9/20
04
1/10
/200
5
2/21
/200
5
4/4/
2005
5/16
/200
5
6/27
/200
5
8/8/
2005
9/19
/200
5
10/3
1/20
05
12/1
2/20
05
Lexus Linear (Lexus)
Date represents start of 12 week rolling period
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Over time, perceptions of Lexus for performance and innovation have increased slightly
72%
69% 68%
70%
50%
53%
45%
51%
40%
55%
69%
84%
Q3 2002 Q4 2002 Q1 2003 Q2 2003 Q3 2003 Q4 2003 Q1 2004 Q2 2004 Q3 2004 Q4 2004 Q1 2005 Q2 2005 Q3 2005 Q4 2005 Q1 2006
Q10: Still thinking of [Manufacturer], for each statement I read, please rate each manufacturer on a scale of 1 to 10. The nearer the score to 1, the more you agree the statement does not describe the manufacturer. The nearer the score to 10, the more you agree the statement describes the manufacturer. Starting with [Manufacturer], how much do you think it is…? (score of 8-10))Q8: Still thinking of [Manufacturer], which of the following characteristics strongly apply. Which luxury vehicle manufacturer, if any, would you say is [1st statement]?/: Significantly higher/lower than Q302 at 95% confidence level
Dashboard Metrics – Lexus Core Image AttributesLexus Core Image Attributes (Q3 02 – Q1 06)Base: Total Respondents Asked
Pollen
ExceptionalQuality
High Perf.
Luxurious
Innovation
Prestigious
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Summary: What is Lexus’ Status Among Luxury Vehicle Intenders?
Lexus leads all competitors in terms of total consideration, and all competitors in ad awareness
Brand reputation is centered around strengths in QDR, and Lexus dominates in reliable vehicles. Lexus now leads BMW on “right vehicle for me”
Lexus’ personality is defined as contemporary, progressive, inspired and caring, and runs neck-to-neck with BMW for stylish
There’s further evidence that Lexus is developing a higher and more dynamic profile – and is increasingly seen as luxurious, stylish, and inspired
There has been a steady increase over time in those who see Lexus as the “only brand I’d consider”
Lexus continues to hold its leadership position in the luxury vehicle category, while seeing gains in innovation and performance over time
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CollisionDid Collision Break Through and
Communicate to Strategy?
33
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Overall…
Collision softly communicated on strategy its intended message of luxury and performance capabilities of the RX 400h hybrid vehicle
However, the ad was highly distinctive and engaging, while making its point in a creative way
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Collision Ad Strategy
Primary Communication:
Communicate that the RX 400h is a hybrid vehicle that offers both luxury and performance.
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56%
Recognition & LinkageBase: Total Exposed To Advertising
29%
QAD1a Do you remember seeing this television ad before today?QAD1b: What automotive manufacturer do you think this ad is for?
Despite average levels for recognition and linkage, Collision’s efficiency score was lower than the Lexus average
Recognition Linkage Branded
Recognition
16%
Average Recognition
:
32%
Average Linkage:
52%
Average Branded
Recognition:
17%
Lombard
Street
8.8
Efficiency
Average Efficiency:
12.6
Recognition Base: Total exposed to ad: Collision (404)Brand Linkage Base: Collision (117)
35% incorrectly linked brand
9% Unsure
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48%
10%
58%
50%
24%
74%
Collision was seen as standing out and appealing – with salience scores significantly higher versus the average, and involvement scores directionally higher than both Lexus and competitive averagesAd Response (Salience, Involvement and Persuasion)Base: Total recognizers
QAD1e: Which of these statements best describes how different you find the advertising? QAD1d: Which of these statements best describes how appealing you find the advertising?QAD1f: Thinking of this ad, which of the following statements best applies to the advertising?
/ Significantly higher/lower than Collision at 95% confidence Total Ad Recognizers: Collision (117); Lexus TV Average (122); Competitive Average(115)
30%
7%
37%
Somewhat stands out from
other ads
Really stands out from other
ads
More appealing
than other ads
Very appealing
Makes me a lot more
interested in getting a Lexus
Makes me a little more
interested in getting a Lexus
Lexus TV Average 62% 53% 39%
Really stands out 17% 13% 8%
Somewhat stands out 45% 40% 31%
Comp TV Average 62% 49% 38%
Ad Salience Ad Involvement
Ad Persuasion
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Approximately 2 in 3 felt the ad was clever, which further demonstrates why the spot is seen as standing out and interesting. Collision also made respondents want to learn and find out more – directionally higher than the averages, but not necessarily more interested than the average on actual purchase intent
QAD1g: And which of these statements do you think go with this advertising?
CollisionLexus TV Average
Competitive TV Average
Makes its point in a clever way
65% 40% 37%
It is believable or credible for the brand
26% 34% 32%
It makes me want to learn/find out more
23% 15% 17%
I can relate to the attitude 21% 26% 23%
The message is relevant and meaningful to me
15% 16% 15%
It changes how I think about the brand
9% 7% 8%
I find the ad confusing 8% 9% 15%
It makes me feel Lexus is a brand for me
6% 10% 11%
It's boring 3% 8% 9%
Ad DiagnosticsBase: Total recognizers
/ Significantly higher/lower than Collision at 95% confidence Total Ad Recognizers: Collision (117); Lexus TV Average (122); Competitive Average(115)
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1 in 4 recognizers took away the primary intended message of the RX 400h being a hybrid vehicle that offers both luxury and performance
Total Ad Recognizers: Collision (117)
Collision
Primary Communication:
RX 400h is a hybrid vehicle that offers both luxury and performance (NET)
26%
Offers two cars in one 22%
Offers both luxury and performance 3%
Best of both gas and electric vehicles 2%
Partial Communication: 33%
High Performance 31%
Luxury 4%
Message CommunicationBase: Total Recognizers
QAD1c: What do you feel was the main message of this ad? What do you think this ad communicates? What impressions does the ad give you about [the brand]?
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Many recognizers also saw Collision delivering an overall message about Lexus such as being reliable, high performance, and sporty
Total Ad Recognizers: Collision(117)
Collision
Other Communication:
Other (NET) 29%
Hybrid 13%
Fast/Speed 11%
Powerful 9%
Lexus is… (NET) 68%
Reliable/Dependable 19%
Safe 7%
Fun to drive 5%
Appearance (NET) 15%
Sporty 8%
Stylish 6%
Sleek 2%
Message CommunicationBase: Total Recognizers
QAD1c: What do you feel was the main message of this ad? What do you think this ad communicates? What impressions does the ad give you about [the brand]?
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Summary
The “clever” creative idea stood out for consumers
Executionally, the spot stood out for many, and for some it “makes me want to find out more” information. However, actual interest in “buying” a Lexus was on par with the average
Though the spot was salient and managed to catch people’s attention, overall communication take-away was soft
The spot ultimately communicated to 1 in 4 recognizers an overall message of both performance and luxury of the hybrid vehicle
The majority took away the overall brand message of reliability, high performance, and appearance
Overall, the creative idea was very distinctive; however, the ad communicates the strategic intent primarily through the voice over
Collision resonated with consumers, connecting with them primarily through its distinctive creative idea
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OnlineDid Online Break Through and
Communicate to Strategy?
63
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Overall…
Online was widely recognized with above average efficiency. The ad performed well and on strategy delivering the intended message of a Lexus being the ultimate holiday gift and of the Lexus sales event
The ad resonated among those who saw it as most knew it was from Lexus and felt it made its point in a “clever” way
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Online Ad Strategy
Primary Communication:
Communicate that Lexus is having a sales event.
Secondary Communication:
Communicate that a Lexus is the ultimate holiday gift.
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80%
Recognition & LinkageBase: Total Exposed To Advertising
62%
QAD1a Do you remember seeing this television ad before today?QAD1b: What automotive manufacturer do you think this ad is for?
Recognition for Online was nearly double the average. Linkage levels are also very high, with Branded recognition three times the average. Online was also highly efficient
Recognition Linkage Branded
Recognition
50%
Online
20.5
Efficiency
Recognition Base: Total exposed to ad: Online (273)Brand Linkage Base: Online (168)
14% incorrectly linked brand
6% Unsure
Average Recognition
:
32%
Average Linkage:
52%
Average Branded
Recognition:
17%
Average Efficiency:
12.6
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51%
10%
61%
51%
15%
66%
Salience for Online is slightly higher than the Lexus and competitive averages, while appeal is significantly higher than the competitive average. Persuasion is slightly below the TV and competitive averages but on par with the DSE averageAd Response (Salience, Involvement and Persuasion)Base: Total recognizers
QAD1e: Which of these statements best describes how different you find the advertising? QAD1d: Which of these statements best describes how appealing you find the advertising?QAD1f: Thinking of this ad, which of the following statements best applies to the advertising?
/ Significantly higher/lower than Online at 95% confidence Total Ad Recognizers: Online (168); Lexus TV Average (122); Competitive Average(115)
24%
8%
32%
Somewhat stands out from
other ads
Really stands out from other
ads
More appealing
than other ads
Very appealing
Makes me a lot more
interested in getting a Lexus
Makes me a little more
interested in getting a Lexus
Lexus TV Average 62% 53% 39%
Really stands out 17% 13% 8%
Somewhat stands out 45% 40% 31%
DSE Average 66% 54% 31%
Comp TV Average 62% 49% 38%
Ad Salience Ad Involvement
Ad Persuasion
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Online was also seen as making its point in a clever way – significantly higher versus the Lexus and competitive averages. The spot was also believable and easily understood
QAD1g: And which of these statements do you think go with this advertising?
OnlineLexus TV Average
Competitive TV Average
Makes its point in a clever way
58% 40% 37%
It is believable or credible for the brand
38% 34% 32%
I can relate to the attitude 30% 26% 23%
The message is relevant and meaningful to me
14% 16% 15%
It makes me want to learn/find out more
10% 15% 17%
It's irritating 10% 7% 8%
It's boring 8% 8% 9%
It makes me feel (brand) is a brand for me
8% 10% 11%
It changes how I think about the brand
7% 7% 8%
I find the ad confusing 2% 9% 15%
Ad DiagnosticsBase: Total recognizers
/ Significantly higher/lower than Online at 95% confidence Total Ad Recognizers: Online (168); Lexus TV Average (122); Competitive Average(115)
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2 in 3 took away that a Lexus is the ultimate holiday gift. While only 1 in 6 took away that Lexus is having a sales event, this is the highest level we have seen for Lexus sales event ads
Total Ad Recognizers: Online(168)
Message CommunicationBase: Total Recognizers
QAD1c: What do you feel was the main message of this ad? What do you think this ad communicates? What impressions does the ad give you about [the brand]?
Online
Primary Communication:
Lexus is having a sales event (NET) 16%
Lexus is having a sale in December 7%
Lexus is having the best values now 7%
Lexus is having a sales event 2%
Secondary Communication:
Lexus is the ultimate holiday gift (NET) 68%
Treat yourself/someone to a Lexus gift 36%
Giving a Lexus is the best gift 21%
Better than any other gift 13%
A Lexus is the ultimate gift 6%
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Many took away overall brand messaging communication such as exciting, aspirational, and luxurious
Online
Other Communication:
Lexus is… (NET) 43%
Exciting 7%
Aspirational 7%
Elegant/Classy 7%
Luxurious 5%
High performance 4%
Stylish 3%
Message CommunicationBase: Total Recognizers
QAD1c: What do you feel was the main message of this ad? What do you think this ad communicates? What impressions does the ad give you about [the brand]?
Total Ad Recognizers: Online (68)
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Summary
2 in 3 luxury intenders recognized the spot which translated into a high efficiency score for the ad
The spot was extremely well branded to Lexus
The spot was impactful for those who recalled it
It was also seen as clever and believable Online communicated its desired message of ultimate holiday gift to 2 out
of 3 recognizers. Only 1 in 6 took away that Lexus was having a sales event, however, this is the highest we have seen for any Lexus sales event ad, and is on par with other luxury vehicle sales event ads tracked by H&P
The spot is on par with generating interest in wanting to find out more and in terms of purchase intent
Online was a highly efficient ad and appealing to those who recalled it
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LamppostDid Lamppost Break Through and
Communicate to Strategy?
63
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Overall…
Lamppost was also highly efficient, widely recognized, and extremely well branded. The ad performed well and on strategy, delivering the intended secondary message of the ultimate gift idea
Lamppost resonated among those who saw it as most felt it made its point in a clever way, though few were persuaded to find out more
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Lamppost Ad Strategy
Primary Communication:
Communicate that Lexus is having a sales event.
Secondary Communication:
Communicate that a Lexus is the ultimate holiday gift.
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79%
Recognition & LinkageBase: Total Exposed To Advertising
58%
QAD1a Do you remember seeing this television ad before today?QAD1b: What automotive manufacturer do you think this ad is for?
The recognition level for Lamppost is nearly double the average, and the spot is also well branded. Efficiency score for Lamppost is also almost double the average
Recognition Linkage Branded
Recognition
46%
Lamppost
22.4
Efficiency
Recognition Base: Total exposed to ad: Lamppost (273)Brand Linkage Base: Lamppost (157)
17% incorrectly linked brand
4% Unsure
Average Recognition
:
32%
Average Linkage:
52%
Average Branded
Recognition:
17%
Average Efficiency:
12.6
DSE average: 66% 64% 42%16.0
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39%
12%
51%
52%
13%
65%
Salience, Involvement and Persuasion for Lamppost are on par with the Lexus and competitive averagesAd Response (Salience, Involvement and Persuasion)Base: Total recognizers
QAD1e: Which of these statements best describes how different you find the advertising? QAD1d: Which of these statements best describes how appealing you find the advertising?QAD1f: Thinking of this ad, which of the following statements best applies to the advertising?
/ Significantly higher/lower than Lamppost at 95% confidence Total Ad Recognizers: Lamppost (157); Lexus TV Average (122); Competitive Average(115)
25%
8%
33%
Somewhat stands out from
other ads
Really stands out from other
ads
More appealing
than other ads
Very appealing
Makes me a lot more
interested in getting a Lexus
Makes me a little more
interested in getting a Lexus
Lexus TV Average 62% 53% 39%
Really stands out 17% 13% 8%
Somewhat stands out 45% 40% 31%
DSE Average 66% 54% 31%
Comp TV Average 62% 49% 38%
Ad Salience Ad Involvement
Ad Persuasion
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Lamppost was seen as making its point in a clever way with a relevant message – both directionally higher versus the Lexus and competitive averages, though the spot persuaded few to want to learn/find out more
QAD1g: And which of these statements do you think go with this advertising?
LamppostLexus TV Average
Competitive TV Average
Makes its point in a clever way
47% 40% 37%
It is believable or credible for the brand
31% 34% 32%
I can relate to the attitude 26% 26% 23%
The message is relevant and meaningful to me
21% 16% 15%
It's irritating 10% 7% 8%
It makes me feel (brand) is a brand for me
10% 10% 11%
It's boring 8% 8% 9%
It makes me want to learn/find out more
7% 15% 17%
It changes how I think about the brand
7% 7% 8%
I find the ad confusing 1% 9% 15%
Ad DiagnosticsBase: Total recognizers
/ Significantly higher/lower than Lamppost at 95% confidence Total Ad Recognizers: Lamppost (157); Lexus TV Average (122); Competitive Average(115)
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Approximately half took away that a Lexus is the ultimate holiday gift, while few took away that Lexus is having a sales event
Total Ad Recognizers: Lamppost (157)
Lamppost
Primary Communication:
Lexus is having a sales event (NET) 4%
Lexus is having a sale in December 3%
Lexus is having a sales event 1%
Secondary Communication:
Lexus is the ultimate holiday gift (NET) 52%
Better than any other gift 21%
Treat yourself/someone to a Lexus gift 16%
Giving a Lexus is the best gift 12%
A Lexus is the ultimate gift 10%
Message CommunicationBase: Total Recognizers
QAD1c: What do you feel was the main message of this ad? What do you think this ad communicates? What impressions does the ad give you about [the brand]?
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The majority saw the ad delivering an overall message about aspiration or luxury
Lamppost
Other Communication:
Lexus is… (NET) 61%
Aspirational 42%
Elegant/Classy 11%
Luxurious 9%
Reliable/Dependable 2%
Different/Unique 2%
Safe 2%
Message CommunicationBase: Total Recognizers
QAD1c: What do you feel was the main message of this ad? What do you think this ad communicates? What impressions does the ad give you about [the brand]?
Total Ad Recognizers: Lamppost (157)
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Summary
Nearly three in five luxury intenders recognized the spot and ad efficiency was nearly double the average
The spot was extremely well branded to Lexus
Response to the advertising execution was on average for most measures
It was seen as clever Lamppost communicated its desired message of being the ultimate holiday
gift to 1 out of 2 recognizers, however the primary communication of sales event was low as is typical of most luxury vehicle sales event ads tracked by H&P
Though the ad is on par in terms of purchase intent, the spot generates low interest in wanting to find out more
Lamppost was highly efficient and made its point in a “clever” way
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Saw 1 Ad, 24%
Saw 2 Ads, 47%
Saw No Ads, 29%
Overall, 71% of Luxury Intenders have seen at least one ad in the DSE campaign, with nearly half seeing both adsCampaign RecognitionBase: Total Exposed to Advertising
QAD1a Do you remember seeing this ad before today?
Base: Total exposed to all 2 ads in the campaign (273)
Seen at least one ad in the campaign:
71%
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2005 DSE advertising is among the most distinctive, appealing, and persuasive of all DSE ads tracked since 2002
Salience (Very/Somewhat
different from other ads)
72%
61%
56%
66%
65%
70%
2002 - Surprise (a)
2003 - DSE (b)
2004 - Living Room (c)
2004 - Tangled (d)
2005 - Online (e)
2005 - Lampost (f)
Involvement (Very appealing/More appealing than other
ads)
Persuasion(Makes me a lot/little
more interested in buying or leasing a
new Lexus)
DECEMBER SALES EVENTS – ADVERTISING RESPONSE OVER TIME
QAD1e/d/f:Which of these statements best describes how different you find the advertising?/Which of these statements best describes how appealing you find the advertising?/ Thinking of this ad, which of the following statements best applies to the advertising?Base: Ad recognizers; Surprise (185); 2003 DSE (277); Living Room (189); Tangled (131); Lampost (157); Online (168) abcdef: Significantly higher at 95%+ vs. column
60%
49%
48%
61%
51%
53%
36%
25%
26%
32%
33%
32%
cd
cd
cd
c
cd
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Recognizers find Online to be on par with the 2002 and 2003 DSE ads for credibility and ability to relate to the attitude, while Lampost is on par with the highest DSE scores for relevant and meaningful.
38%
17%
17%
12%
39%
33%
24%
18%
12%
16%
20%
7%
14%
6%
24%
25%
9%
12%
5%
38%
30%
14%
10%
10%
31%
26%
21%
10%
7%
35%
It is believable or crediblefor the brand
I can relate to the attitude
The message is relevant andmeaningful to me
It's irritating
It makes me want tolearn/find out more
2002 - Surprise (a)2003 - DSE (b)2004 - Living Room (c)2004 - Tangled (d)2005 - Online (e)2005 - Lampost (f)
DECEMBER SALES EVENTS – ADVERTISING RESPONSE OVER TIME
QAD1g: For each advertisement, please select all statements that you feel apply.Base: Ad recognizers; Surprise (185); 2003 DSE (277); Living Room (189); Tangled (131); Lampost (157); Online (168) : Significantly higher/lower at 95%+ vs. Lexus TV Average *: Significantly different at 95%+ vs. Lexus Sales Event Average
cdcd
cc
cdcde
cdcd
cdc
f
cdc
ef
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Points For Discussion 4
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Points For Discussion
46
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The Lexus brand continues to be a strong player in this luxury category. Lexus has strengthened its core values while holding on to some of its gains in terms of style, luxury, and inspired. Over time, Lexus has done a nice job at moving the needle with innovation and to a lesser degree, performance
The sales event advertising is strong at communicating the secondary communication of a “holiday gift” among two year intenders without having a detrimental impact on the majority of the brand measures
However, we need to talk to one month or near-term intenders to determine whether “sales event” should be primary communication objective among this more narrow target
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Appendix: Dashboard Metrics &
Demographics 5
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Dashboard Metrics – “Only Luxury Brand I’d Consider”
0%
2%
4%
6%
8%
10%
12%
14%
16%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Q4: Please tell me how strongly you would consider purchasing or leasing each of the following manufacturers. I’m going to read several statements to you, when I have finished please give me the number corresponding to the statement that best describes your impression.
Top Box Consideration Over Time (Jan 05 – Mar 06)Base: Total Respondents Asked
Lexus
MercedesBMW
Cadillac
Infiniti
Acura
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Dashboard Metrics – Lexus Core Image Attributes
40%
55%
69%
84%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Q10: Still thinking of [Manufacturer], for each statement I read, please rate each manufacturer on a scale of 1 to 10. The nearer the score to 1, the more you agree the statement does not describe the manufacturer. The nearer the score to 10, the more you agree the statement describes the manufacturer. Starting with [Manufacturer], how much do you think it is…? (score of 7-10))Q8: Still thinking of [Manufacturer], which of the following characteristics strongly apply. Which luxury vehicle manufacturer, if any, would you say is [1st statement]?
Lexus Core Image Attributes (Jan 05 – Mar 06)Base: Total Respondents Asked
Pollen
ExceptionalQuality
High Perf.
Luxurious
Innovation
Prestigious
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Demographics
Jan – Mar 05(a)
Jan – Mar 06(b)
Age25-35 16% 16%36-44 21% 22%45-54 29% 29%55-64 22% 20%
65+ 12% 13%Annual Household Income
$75K-$100K 19% 20%$100K-$150K 38% 40%$150K-$200K 24% 22%
$200K+ 19% 19%Number of People in the Household
1 4% 7%a2 37% 33%
3 19% 19%
4 or more 40% 40%Children Under 18 in Household
No children under 18 52%b 47%1 child under 18 in household 17% 18%
2 children 23% 25%3 children 6% 7%
4 or more children 1% 2%Children not in household
Yes, I have children who have moved away 43%b 39%No, I do not have children who have moved away 56% 61%a
Age, Annual HH Income, Number of people in HouseholdBase: Jan- Mar 2005 (1191), Jan- Mar 2006 (1195Children under 18, Children not in household Base: Jan- Mar 2005 (1129), Jan- Mar 2006 (1093)ab: Significantly different at 95%+ vs. column
DemographicsBase: Total Respondents
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Demographics
Jan – Mar 05(a)
Jan – Mar 06(b)
Education
High school graduate 5% 6% Some college, Associates Degree 11% 13%
College Graduate, Bachelor’s Degree 41% 41% Some Graduate work 4% 5%
Graduate Degree (Master’s, Ph.D., M.D.) 38%b 33%Employment Status
Employed full time for pay 51% 50% Employed part time for pay 10%b 7%
Self-employed 12% 12% Full time parent, homemaker 8% 11%a
Retired 15% 16%
Unemployed, Disability 2%b 1%Ethnicity
White, Caucasian, European American 87% 87%
African-American, African descent, Black 3% 2% Hispanic, Chicano, Latino 3% 4%
Asian, Pacific Islander, Asian American 3% 4%Gender
Male 49% 48%Female 51% 52%
Base: Jan- Mar 2005 (1191), Jan-Mar 2006 (1195)ab: Significantly different at 95%+ vs.column
DemographicsBase: Total Respondents
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