Lexus unveils DM push for its hybrid range

Lexus is launching a direct and digital campaign to generate interest in its full hybrid range.


The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month.

It aims to generate test drives and brochure requests for Lexus’s range of hybrid vehicles and grow awareness of the marque as a hybrid provider.

The campaign targets existing Lexus customers and warm prospects. It will include direct and digital activity around the concept of evolution and natural selection, comprising an email and direct mail pack.

The direct mail pack includes a 12 page booklet entitled “natural selection”. The copy contained in the booklet draws parallels between the evolution of creatures such as the Mute swan, hummingbird and raptor in the natural world, and the evolution of Lexus Hybrid Drive. It also likens the grace, poise and control of these creatures to that of the Lexus hybrid range.

Recipients are invited to go online or complete a coupon to request a test drive or brochure.

Sally Howarth, manager of CRM, digital and database at Lexus, says: “We’re proud of our heritage as innovators in hybrid technology. Kitcatt Nohr’s elegant campaign brings to life the grace, poise and control of our hybrid range, and we hope it will inspire customers to consider a Lexus hybrid vehicle when they purchase their next car.”

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here