With the iconic huge red bow placed front and center of this year’s human-centric and emotional campaign, 2019 marks the 20th Anniversary of Lexus’ industry-changing December to Remember Sales Event.
Two decades after December to Remember launched, the end of year sales event has turned what was once a wash of price-based promotional activity and sleepy dealer showrooms into one of the most competitive selling seasons for automakers around the globe.
For the first time ever, the campaign explores what happens days before a Lexus is given to someone — all the drama, daring and hijinks that unfold when a family attempts to hide that big red bow from a lucky loved one. Proving that only that one thing is more exciting than getting a Lexus for the holidays – giving one.
The extensive campaign includes a strong LDA and National media presence supported by broadcast, digital, print, radio, outdoor and social messaging. The campaign runs from November first through the new year.