Al-Futtaim Lexus has launched its new brand campaign, “Made Personal”, emphasising a strong connection between Lexus and its drivers.
Developed in partnership with Memac Ogilvy, the campaign highlights how the Lexus range is designed to ‘make luxury personal’ for every driver.
It is the first time ever that Lexus UAE has created its own home-grown campaign specifically tailored to the UAE market, with all assets, content and imagery produced locally.
Lexus says its cars are made to complement their owners’ individual style and way of life, from the first sketch to the final polish. This personalised approach is rooted in the shared values between Lexus and its customers.
These values are brought to life in the main film are and further amplified in the supporting assets: five films, each featuring a car, each addressing a pillar of Lexus’ philosophy – Craftsmanship, Authenticity, Omotenashi (Japanese philosophy of thoughtful hospitality), Engaging, and Imaginative.
Moemen Metwally, Creative Director at Memac Ogilvy, said: “Just like the cars they drive, Lexus owners in the UAE are proud to stand out, so we aimed to ignite that passion in the viewer across all our assets, from the message to the tone, to the visual direction.
“The UAE boasts a proud culture and vibrant, cosmopolitan society with its own inherent set of values, and creating a campaign in the UAE, for the UAE, that reflects those values was an extremely rewarding endeavour.”
Saad Abdullah, General Manager – Marketing for Al-Futtaim Lexus, added: “We have built a strong relationship with our customer base because Lexus builds its cars around their aspirations. This aligns closely with Al-Futtaim’s own customer-centric approach, where we put the needs and desires of the customer first, and work towards meeting those needs. This campaign perfectly reflects that vision.”
Credits:
Al-Futtaim Lexus:
- Katib Belkhodja – Managing Director- Al-Futtaim Customer Centricity
- Roxanne Magbanua – General Manager, Al-Futtaim COE Marketing
- Jacques Brent – Managing Director, Al-Futtaim Toyota & Lexus
- Saad Abdullah – General Manager, Marketing, Al-Futtaim Toyota & Lexus
- Yazan Al Mobaideen – Head of Performance Marketing, Al-Futtaim COE
- Karim Hassanein – Senior Digital Marketing Manager, Al-Futtaim Toyota & Lexus
- Lara Ayoub Agha – Senior Marketing Manager, Al-Futtaim Lexus
- Hossam Mahgoub – Marketing Manager, Al-Futtaim Lexus
- Rose Viajar – Marketing Executive, Al-Futtaim Lexus
Memac Ogilvy:
- Hadi Ballout- Managing Director
- Kevin Kurian – Business Director
- Bhaskar Bateja – Head of Strategy
- Alaa Nour – Account Director
- Georges Enkiri – Senior Account Manager
- Nicole Correia – Senior Account Executive
- Steve Delange – Executive Creative Director
- Moemen Metwally – Creative Director
- Hussein Krayem – Head of Content and Production
- Diego Fernandez-Cid – Copywriter
- Leomerish Leyco – Art Director
- Shadi Kharmacho – Head of Arabic
- Antonio Geagea – Head of Animation
- Karl El Hitti – Head of Social
- Ahmed Nour – Social Media Director
- Mohamad Zibara – Social Account Manager
- Omar Haidar – Community Manager
- Jaison George – Studio Manager
- Issam Hayek – Senior Layout Designer
PHD:
- Leila Chouman – Media Planning Director
- Lynn Kharrat – Planning Manager
- Pratham Kathuria – Biddable Manager
- Zein Daify – Executive – Senior Executive Paid Social
- Nour Taleb – Paid Social Executive
Gambit Communications:
- Mariam Bouraoui – Junior Account Manager
- Tony Sidgwick – Account Director
