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Lexus - a Japanese brand proxy by Inchcape HK. I started working with Lexus since 2017, they have a problem with low awareness, lack of marketing promotion, due to the mindset of Hong Kong driver, they think Lexus is under the brand Toyota, they prefer buying a Europe car rather than an Asia car.

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I found out a phenomenon that Hong Konger love buying Japan-made products because of the quality but how come this doesn't apply in the car market?

TASK: Get people to aware LEXUS by educating them LEXUS = Japan made = Good Quality 

The design is tending towards Japanese style, by using a minimalist approach to present the merit of beauty. With lots of effort on marketing promotions, Lexus starts growing sales and together we won a bronze award in Marketing Excellence Awards 2017 print marketing.

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