Guardian Newspapers Ltd

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Guardian Newspapers Ltd

• Lexus Case Study
• IAB Seminar 9th July 2004

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Contents

• Project outline
• Briefing process
• The Pitch
• Activity
• Online results
• Learning

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Project outline
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The Briefing Process
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The Briefing Process
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The Pitch
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The Pitch

• Brainstorm key understanding of
• Audience
• Brand
• Media opportunities and their strengths
• 360 degree messages
• Time is the new luxury, and time spent in a
  Lexus is time well spent

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http//observer.guardian.co.uk/microsite/time
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Results online 89,493 impressions
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Extensive editorial promotion
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Pre-promotional ad results
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Optimum positioning
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Data capture
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Results
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Learning Including Market Link research findings
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(No Transcript)
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Andy Niven, Zenith Optimedia
For us, the Observer proposal was a
demonstration of what can be achieved through
working with a newspaper group. Its key strength
was the Observers ability to integrate the
activity across several very different but
complimentary platforms. They fully harnessed
their strengths as a national newspaper group and
the breadth of activity allowed us to achieve not
only an exceptional level of brand communication
but also offered direct contact with a new and
receptive customer base
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The future Toyota Prius