Lexus is promoting the handling capabilities of its 2011 IS sedan via its multichannel ?Wield Precision? campaign that includes in-application mobile ads.

The luxury automaker is targeting iPhone and iPad users with banner ads placed in Pandora, Yahoo Sportacular and Urban Daddy mobile applications. The ads lead to a landing page where users can learn more about the vehicles, design their own cars and locate a Lexus dealer.

?Mobile is an integral part of the campaign due to the IS consumer's on-the-go lifestyle,? said Dave Nordstrom, vice president of marketing at Lexus, Torrance, CA. ?A significant part of the IS consumer target owns a smartphone and regularly utilizes mobile apps.

?Mobile ads enhance Lexus' reach to the consumers who may be away from the traditional screens such as TVs and desktops,? he said. ?Via mobile apps like Pandora, Yahoo! Sportacular, and Urban Daddy, Lexus leverages these trusted entertainment resources to speak to the consumer interests in music, football, and nightlife.?

Toyota Motor Corp. owns Torrance, CA-based Lexus. Team One is Lexus' agency.

The Wield Precision campaign includes ads across TV, print, online, mobile and outdoor marketing channels.

The Lexus IS line of automobiles starts at $32,145. The premium IS F vehicle has a base price of $59,010.

Mobile
In the Pandora iPad application, a 250x250-pixel banner ad shows a front view of a blue IS vehicle next to the ad copy ?The new 2011 Lexus is Wield Precision.? It sits in the bottom left corner of the application.

The mobile ads lead to a landing page where users can find more information about the IS and design their own virtual vehicles.

Here is a screen grab of the landing page on the iPad:

The top of the page shows a blue Lexus IS, next to the same ad copy as the banner ad.

Directional arrows on the left and right sides of the image let consumers toggle between screens explaining the different features boasted by the vehicles, such as ?predictive technology,? ?superior grip,? ?responsive shifting? and ?precise steering.?

Three clickable images sit below the main IS artwork, and lead consumers to individual pages for the IS F Sport Package, IS C and IS F models.

Each individual page includes photo galleries of the Lexus models, detailed information about vehicle specifications, pricing and associated services, as well as the ability for potential customers to design their own IS cars.

Consumers can also find information about nearby dealers, vehicle accessories, financial services and special offers on IS vehicles.

Precision advertising
Premium car brands have been no strangers to the mobile space.

Mercedes-Benz has promoted its vehicles with both mobile advertising (see story) and applications (see story).

Likewise, luxury automaker Rolls-Royce is driving awareness of its Ghost vehicle with an iPhone application (see story).

Lexus has been actively promoting its automotive offerings in the mobile space this year.

For example, the carmaker previously advertised on Pandora in June (see story).

?I would say that consumers, especially in the luxury market, want to be reached wherever they are, and they don?t want to have to go to find information,? said Gretchen Scheiman, partner and associated director of digital dialogue at OgilvyOne, New York.

?Since consumers are going about their daily lives, and aren?t necessarily looking for the next marketing message to hit them, it?s important to use multiple channels so they can see you and hear you when they are ready to receive the message,? she said. 

Multichannel effort
In addition to its mobile efforts, Lexus placed three different banner ads ? 300x250, 300x600 and 728x90 pixels ? on Web sites Cnet, Style.com and Chow.com.

Here are screen grabs of two of the ads:

Lexus also created a 30-second television ad that shows one of its IS vehicles playing a rhythmic beat by tripping drum sets? foot pedals as it drives precisely through a closed course.

The spot, called ?Music Track,? will run during NFL Network?s pre-kickoff broadcast later this week.

The ad shows an Ultrasonic Blue 2011 Lexus IS sedan driving around a custom-built track that is bordered by drum sets rigged to play when the vehicle?s wheel rolls over attached foot pedals.

As the car veers through the course, setting off the drums, it creates a fast-paced percussive beat.

A voiceover lists the IS line?s specifications, such as 306 horse power and race-inspired paddle shifters -- before the car skids to a halt.

The commercial ends with the voice-over commenting that, ?It isn?t real performance unless it?s wielded with precision.?

Lexus said that the ad was meant to highlight the vehicle?s agility.

The automaker teamed with music composers, mathematicians, production designers and a stunt driver to choreograph the spot.

Here is a video of the TV spot:

?If a video is truly amazing, you can have success,? OgilvyOne's Ms. Schleiman said. ?If it ties to brand values, then it makes sense.

?If it ties to your brand values, then it makes sense,? she said. ?People then associate the wow factor with that, and with your brand.?

Final Take
Peter Finocchiaro, editorial assistant at Mobile Marketer, New York