Lexus to launch ‘21 second test drive’

Lexus, the Toyota-owned marque, is launching a direct and digital marketing campaign to promote the new Lexus convertible model available this month.

Lexus DM Pack

The acquisition campaign created by Kitcatt Nohr Alexander Shaw features personalised direct mail activity, email marketing and a microsite.

It will aim to drive sales of the Lexus IS 250C hard top convertible and targets existing convertible or Lexus car drivers and competitor luxury car owners who are looking to buy a convertible without the impracticalities of many soft tops.

The creative is based around the strapline “How convertible are you?” and is accompanied by the visual ‘flick book’ idea of a ‘21 second test drive’, which is the time it takes to put the hard top convertible’s roof up or down.

Prospective and existing Lexus customers will be mailed a direct mail pack, and along with online respondents will be encouraged to contact Lexus by phoning the number provided, visiting the microsite or returning the reply paid coupon.

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