While at Saatchi & Saatchi Singapore, I led the strategy and planning for Toyota and Lexus Motors Asia-Pacific. The marketing responsibilities for Lexus extended over the following markets: Singapore, Malaysia, Indonesia, Philippines, Thailand, Taiwan and Korea (Though the last two were later shifted in a different market region).
The new Lexus IS was a significant departure from previous model design, as such we conducted extensive qualitative research in Asian countries to understand how the model would be received by potential buyers. We talked with High Net Worth individuals in the region to understand what they looked for in a car and help us develop and original angle for communications.
While we had to adapt the TV material from a different market, we had more freedom to create original branded content online, which we activated thanks to a branded Youtube Channel for the campaign in most markets.