In an effort to rejuvenate the brand and appeal to a younger audience, Lexus introduced a new hybrid model. Designed to bring a fun driving experience to the hybrid category, the CT was their first model priced under $30k. To gain credibility with this group, we focused on the common values of challenging the status quo and shirking conventions. We pitched and won the entire launch campaign covering all advertising, digital, event and showroom POS. For the first time in Lexus history, one agency was given full integrated duties across all three target groups - General Market, African-American and Hispanic. Sales exceeded all forecasts and led to one of the most successful new model launches in Lexus history.