Lexus CT 200h - Quiet Revolutions

At the start of 2011, Lexus launched the Lexus CT200h, the world’s first full hybrid luxury compact car. The launch was named “the quiet revolution”, so called because the car can be driven in near silence, and because of Lexus’ drive to push the boundaries of automotive design creating cars which are unique and revolutionary in their class. Kylie was the new face of the “Quiet Revolutions” campaign with the Lexus CT 200h a ‘quiet’ sponsor of the UK leg of the Aphrodite: Les Folies Tour 2011.

Our Challenge

Launch the Lexus CT 200h under the banner of “Quiet Revolutions” leveraging the partnership with the Kylie Aphrodite Les Folies Tour. Encourage readers to find out more about the CT 200h creating intriguing content around the elements of Quiet Revolution.

Our Solution

Our weekly Trends section, dedicated to everything that is new and of-the-moment in London, provided the optimum environment to engage the target audience with the Lexus “Quiet Revolutions” message. Engaging via their interests, we ran a series of weekly advertorial columns within Trends, identifying people, events and innovations that quietly changed our lives forever for the better, from low energy lightbulbs to Google algorithms. Each week readers were asked to submit an idea for a Revolution for London, via a dedicated channel on standard.co.uk with a chance to win tickets to see Kylie at the O2 and signed programmes from the tour. The Grand Prize for the winning entry was a pair of tickets to Kylie’s Las Vegas final tour date with flights and accommodation included.

A 4 page wrap around the Trends section launched the campaign, introducing the “Quiet Revolutions” series and competition - the first time the Trends section has ever been wrapped.





An online channel on standard.co.uk ran for 12 weeks in line with the press activity, housing all the Quiet Revolution features, providing a platform for readers to post their Quiet Revolutions for London, as well as containing information on the Lexus CT200h. Channel visitors were also able to click through to the Lexus website, link to the Lexus Facebook page and watch the Lexus TV advert.



The competition was supported on the Reader Offers channel on standard.co.uk and in the weekly newsletter ‘The Weekender’ e-mailed to a database of 100,000. 1.5 million mixed format traffic drivers also ran across standard.co.uk clicking through to the competition page.

The final advertorial in the series featured the Revolution for London competition winner.

The Results

The Lexus “Quiet Revolutions” channel achieved 22,857 page impressions over the campaign period, attracting 14,621 unique visitors. There were over 2,500 competition entries.