KYLIE QUIET REVOLUTION GIVES LEXUS SOMETHING TO SHOUT ABOUT
CT 200h marketing campaign honoured with 2011 Quiet Mark award
Kylie Minogue led a Quiet Revolution to launch the Lexus CT 200h earlier this year, fronting a major advertising campaign that has earned Lexus a Quiet Mark award from the UK Noise Abatement Society.
The ads focused on Kylie enjoying the hush of the CT 200h’s driver’s seat to demonstrate the near-silent running of the full hybrid luxury compact car when moving around town on zero-emissions electric power.
The effectiveness of the campaign has been recognised with UKNAS’s award for excellence in quiet product design, presented to Lexus at a ceremony in London last night.
Gloria Elliott, UKNAS Chief Executive, said: “The Lexus campaign aligns with the aims and ethos of the Quiet Mark to encourage the manufacture and marketing of quiet products to improve the aural environment for the benefit of all.”
Paul Marshall, Lexus General Manager, Strategy and Marketing, said, “We are delighted to have received the Quiet Mark award, a fitting acknowledgement of a campaign that emphasised how quiet performance is an important and desirable element in the quality of the CT 200h. As a pop icon of our times, Kylie Minogue was the perfect ambassador to broadcast the message of our Quiet Revolution.”