In the automotive industry, brand marketing can be a little too predictable. Discounts, low down payment, freebies…you know the drill. Aren’t you bored with the lack of creativity in marketing executions?

Fortunately, there are imaginative souls in the industry. Take Lexus Philippines, for instance. Instead of foisting price-related promos on its clients, the company veers away from the usual car-centric propaganda and chooses to put together events that focus on pleasant life experiences. Instead of offering eye-popping discounts, the distributor organizes “meaningful hands-on activities” that are “thoughtfully designed to be intimate and guided, ensuring a memorable and refined holiday occasion.”

This weekend—on November 30 (Saturday) and December 1 (Sunday)—Lexus will hold a “Holiday Pop-Up” at Mitsukoshi in Bonifacio Global City. This is a trio of workshops that will teach participants things they can use for the holiday season.

We think this is what separates Lexus from the rest. Sure, it wants to sell you expensive cars, but it will do so without you even noticing. By creating happy memories for its clients, the Japanese brand is proving that the car business is not all about money. Mostly, it’s also about relationships and real engagements. The cash will follow when the customers are genuinely delighted.

If you want to be introduced to Lexus’s way of marketing its brand and products, register here.