The first LC was introduced in 1951 with the BJ model, which was a military vehicle produced largely for the Americans as they fought the Korean war. In Kenya the LC is popular with government, politicians and high net worth individuals, and is largely a status symbol that has commonly come to be known as the ‘V8’, the car that ‘will go anywhere and everywhere and bring you back safe and well.
The new LC 300 was being launched in the market and we were tasked to develop a digital campaign to create awareness and drive sales that spoke to B2C, B2B and B2G consumers. Luxury consumers, multi-nationals, government agencies, CEO’s, executive car leasing and car rental firms.
Our “Names Have Power” campaign talked to luxury brand consumers who are looking to upgrade their cars with the ability to purchase without budget restrictions. We highlighted the main propositions which are the key factors that they consider when justifying their purchases, - An incredible off-road ability dubbing it ‘Master of Africa’ , improved power, torque and efficiency.