Lexus work eyes younger market

Lexus is targeting younger car buyers with its first viral game campaign.

The luxury car marque, owned by Toyota, is trying to attract drivers in their late 20s and early 30s with the IS200 entry-level model. It has traditionally aimed at consumers aged over 35.

The game, which pays homage to arcade classic Space Invaders, is designed to show that everything is included on the model. Instead of shooting aliens, players aim for asterisks, which symbolise the small print typically used in car sales material when features are not included at certain prices.

Integrated agency Partners Andrews Aldridge created the campaign, which will include press activity later this month. The game can be reached via banner ads.

Lexus hopes to tempt potential buyers with offers such as competitive financing deals and free servicing.

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