Digital Communications agency Lateral has won the pitch against three other agencies to create an online PR campaign for luxury brand Lexus. The campaign is aimed to help Lexus own the idea of hybrid technology in the UK market.

“This is not the first time Lexus has put the brief to tender, as we required a very specific understanding of both what we wished to achieve as well as an inspired and creative approach. Lateral provided very innovative approach” Said Matt Button, CRM and Database Marketing Manager at Lexus.

“Our response was to create a Lexus-sponsored informed debate within the Blogosphere among opinion-leaders, and then to extend that to include a wider audience in a completely transparent, honest fashion.” Said Douglas Smith, Strategy Director, Lateral.

The objective of the debate is to create an understanding of the possible changes that can happen to UK society as a whole. This will include looking at the environment, urban design, the political landscape, business implications, effects on lifestyle and what the impact on health could be, with mainstream consumer acceptance of new hybrid automotive technology.

The debate is expected to launch in late summer and run to the end of the year.

For further information on Lateral please contact kddPR:
Karen Durham-Diggins
T: +44 (0)20 8989 2541
M: +44 (0)7808 584 624

Editors Notes:

ABOUT Lateral Net
Lateral is one of UK’s founding digital agencies. Established in June 1997, Lateral has evolved itself for the next major shift in the digital marketing space by repositioned itself as a strategic digital marketing agency. Lateral focuses on helping companies engage with online consumers and prosumers in the most effective way possible, helping them build long-term relations with individual consumers and communities. Lateral has launched new brand positioning strategies around Consumer Brand Ownership and Consumer Brand Control, which define how customers can engage and win customers in a consumer controlled media world.

Their pioneering expertise and professional approach has attracted recognition both within the new media industry, having been awarded several times for their work, as well as the consumer market as can be seen by their client list which includes: Levi’s® Europe, Faber and Faber, Nintendo, Five, RSPCA and Which?

Published on: 12:00AM on 14th June 2007