Lexus' "December to Remember"
Targeting - Luxury car buyers during the holidays
Core Theme of the Campaign -
Creating a memorable holiday car sales campaign
About the
Campaign -
Lexus holiday sales campaign
Formula applied by the Campaign to elicit customer action -
Promoting Lexus vehicles as luxury holiday gifts
Business Title
A Look at
the Campaign
"December to Remember" is a marketing campaign and promotional event that has been run by Lexus, the luxury vehicle division of the Japanese automaker Toyota, in the United States during the holiday season, particularly in December. This campaign has been an annual tradition for Lexus and is associated with their year-end sales events. Here's an overview of the "December to Remember" campaign:
1. Seasonal Theme: The campaign takes advantage of the holiday spirit and the gift-giving season. It positions a Lexus vehicle as the ultimate gift, encouraging consumers to consider gifting a luxury car to themselves or a loved one.
2. Advertising: Lexus typically runs a series of television commercials, print advertisements, and digital marketing materials that feature a holiday theme. These ads often showcase Lexus vehicles with big red bows on them, which has become an iconic image associated with the campaign.
3. Special Offers: As part of the campaign, Lexus did offer special promotions, discounts, or financing deals on their vehicles, making it an attractive time for customers to purchase or lease a Lexus.
4. Emotion and Luxury: The campaign emphasizes the emotional aspect of gift-giving and receiving a luxury car, suggesting that a Lexus is more than just a vehicle; it's a symbol of care and appreciation.
5. Tradition: Over the years, "December to Remember" has become a tradition for both Lexus and its customers, who anticipate the annual campaign and the associated promotions.
6. Memorability: The campaign's catchy name, "December to Remember," and the imagery of a car with a giant red bow contribute to its memorability and recognition.
The "December to Remember" campaign has been successful in boosting year-end sales for Lexus and is widely recognized by consumers in the United States. It combines the holiday spirit with luxury car marketing, making it a unique and effective way to promote Lexus vehicles during the festive season. Please note that the specific details and offers associated with the campaign did vary from year to year.