LEXUS - LUXURY AWAITS

OPPORTUNITY The challenge posed by Lexus was to promote a specific model, the ES 350, to a specific audience of young and affluent African American women. Through an expressed desire to reach out to the world of luxury and leverage an existing partnership with Alicia Keys, Squeaky created a concept that would speak directly to the target audience and celebrate their entrance into a lifestyle of luxury.

SOLUTION Squeaky developed LuxuryAwaits.com, an interactive interface that connects with and engages the target audience. The car itself took a backseat, conceptually speaking, in order to encompass many facets of a luxurious life. The website's fluid interface showcases 'featurettes' — editorial tips on music, beauty, fashion, art, wellness, travel, etc. — that work to position the site, and Lexus, as a resource that enlightens users on the world of luxury. Interactivity and participation were enhanced through features such as My Book, which allows users to save selected articles for future reference and to share them with friends.

"The concept is to offer intriguing content from Lexus and their partners to the target audience in a conversational manner to keep them coming back to the site. The objective is to grow the number of visitors by adding quality content and convert them into viral agents for the site."
—Imelda Suriato, Creative Director