Agency: Squeaky Wheel Media
Squeaky Wheel Media have launched a microsite for Lexus, the new ES350 which targets young and affluent African–American women. In a partnership with Alicia Keys, this time, the car itself took a backseat.
www.Luxuryawaits.com is designed for the women who reach for the first time the world of luxury. With Alicia Keys, whose talent, glamour, style and success have made her a powerful icon that embodies this essence, Lexus is attempting to bring consumers the world of luxury and its many facets, from travel, living, art and fashion to music, entertainment, food, wine and wellness.
Editorial tips guide users through the luxury lifestyle, showing them the know-how's and insider secrets of attaining the essence of luxury.
Interactivity and participation have been enhanced through features such as My Book, which allows you to save selected articles for future reference and to share them with friends.
“The concept is to offer intriguing content to the target audience in a conversational manner to keep them coming back and convert them into viral agents for the site. The objective is to grow the number of featurettes by adding quality content from Lexus and their partners,” said Imelda Suriato, Creative Director at Squeaky Wheel Media.