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Lexus case study

Automotive, on Ad Space screens in Kuwait.

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Al Sayer Lexus showed the UX and the RX to women in Kuwait

Working closely with Media Market Gulf, Al Sayer's media agency in Kuwait, the agency behind Toyota, Lexus and McDonald's in Kuwait

Estimated impressions

3M 100% women

Campaign: 4 weeks

  • Lexus ad: a champagne Lexus UX parked in front of a white house in Kuwait

    Lexus UX creative, 2 weeks

  • Lexus ad: a woman opening the door of a black Lexus RX in a Kuwait City plaza, signed Lexus, Experience Amazing

    Lexus RX creative, 2 weeks

Goal

Put the Lexus UX and RX, two cars bought mostly by women, in front of women in Kuwait.

Audience

Women, in every women's gym and women's salon on our network in Kuwait.

Across Abu Halaifa, Bneid Al-Gar, Jabriya, Khalidya, Kuwait City, Mahboula, Maidan Hawally, Mangaf, Mansouriya, Qortuba, Sabah Al Salem, Salmiya, Shaab, Shaab Al Bahri, Shuwaikh and Yarmouk.

Result

Each car had two weeks on screen, seen only by women, in the gyms and salons where they spend long, unhurried time.

What we did

Working closely with Media Market Gulf, the Kuwait media agency behind Al Sayer's Toyota and Lexus campaigns, we put the two cars on every screen in our women's gyms and women's salons in Kuwait, where women spend long, unhurried time.

Each car had its own creative, in landscape: the UX ran for two weeks and the RX for two weeks.

Al Sayer Lexus received a proof of play with photos of the ads running in the venues.

Takeaway

The UX and the RX are bought mostly by women, so both ran only where women are: their gyms and their salons.

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