Lexus runs DM campaign for new convertible
Car manufacturer Lexus is running a direct and digital marketing campaign to promote its new convertible which is available this month.
Kitcatt Nohr Alexander Shaw was briefed to create a direct and digital acquisition campaign in a bid to drive sales of the Lexus IS 250C hardtop convertible.
The campaign targets existing convertible or Lexus drivers who might be interested in a new convertible but are put off by the impracticalities of soft top models.
It features personalised direct mail activity, email marketing and a microsite.
Kitcatt Nohr says it has created a virtual “21 second test drive” in the form of a flickbook which highlights the car's features and explains that it takes only 21 seconds to raise or close the convertible roof. The campaign uses the strapline, “How convertible are you?”
Julian Lea, CRM and database manager at Lexus Division, said: “Kitcatt Nohr’s ‘21 second test drive’ is a great way to capture people’s interest in our new hard top convertible which truly is the convertible without compromises.”