Next-Gen Marketing: Lexus Challenge Highlights

21 October 2024

Top six groups of MKW 3610, Dr Juliana, Dr Sarabjit and Lexus Malaysia Representatives

The Innovative Marketing Challenge with Lexus Malaysia for the unit Marketing Strategy and Implementation, MKW3610, wrapped up on 17 October 2024, with six finalist teams presenting their innovative proposals to key stakeholders. Each team received tokens of appreciation from Lexus Malaysia for their hard work and creativity.

In August, Lexus Malaysia hosted a one-day showcase at Monash University Malaysia, bringing two car models to facilitate engagement between students and Lexus' marketing representatives. This initial event set the stage for the marketing strategy and implementation proposals.

Overview of the final presentations to Lexus Malaysia

Following a round of proposal presentations to the “Dragons” a few weeks ago, six teams were selected for the final round, where they presented to key representatives from Lexus. The final round was observed by the Head of the Department of Marketing, Dr Juliana French, and the Chief Examiner of MKW3610, Dr Sarabjit Kaur, alongside the esteemed judges:

Christopher Goh, Marketing Manager at UMW Toyota Sdn Bhd (Lexus Division)
Mawarni Adam, Senior Manager of Strategic Branding and Marketing at UMW Toyota Sdn Bhd
Pamelyn Ngalih, General Manager of Human Resources and Human Capital at UMW Toyota Sdn Bhd

From left: Daphne, Dr Juliana, Pamelyn, Mawarni, Dr Sarabjit and Christopher

Meet the top scoring teams:

Pamelyn presented first prize cerificate to team Visionary Vortex

Visionary Vortex, the first-place team, impressed the judges with their innovative proposal for an Experiential Showroom that integrates artificial intelligence and virtual reality. This concept allows potential customers to engage with Lexus models in a simulated environment, showcasing a modern approach to automotive marketing.

Mawarni presented second prize cerificate to team Ignite Innovation

Team Ignite Innovation, which secured second place, centred their campaign around the theme of ‘Limitless’ for the Lexus brand. They proposed a video challenge inviting participants to share their experiences with Lexus vehicles using the slogan #LiveLimitlessWithLexus. Additionally, their idea of a gamified digital showroom, inspired by the GTA game and titled GTA X Lexus Limitless Garage, aims to enhance user engagement and attract a younger audience.

Christopher presented third prize cerificate to team Girls Go

In third place, team Girls Go focused on Track Day being hosted by Lexus Malaysia at Sepang F1 Circuit and influencer marketing to position Lexus as a lifestyle brand. Their proposal involved selecting influencers who embody the Lexus brand personality, creating authentic connections with potential customers. By highlighting the luxury and versatility of Lexus vehicles, they aimed to broaden the brand’s appeal.

(L) Lexus tokens for students, (R) Presentation overview

The School of Business is committed to continuously integrating innovative education within our curriculum, and this event exemplifies that dedication.

Congratulations to the top teams and all participants for the invaluable opportunity to engage with industry stakeholders! A heartfelt thank you to our esteemed judges, dedicated students, finalists, industry partners, Dr Sarabjit and Dr Juliana for making this event a resounding success.

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