Customisation drive for the IS

Lexus is launching a direct and digital marketing campaign to promote an upgrade offer to consumers, giving them free customisation of paint colours and alloy wheels or factory fitted satellite navigation systems.

The campaign aims to show how choosing an upgraded IS model helps buyers avoid compromise by offering them high specification as standard, plus the luxury of a customised car at no extra cost.

The offer is available until the end of September for its IS SE-I model.

Kitcatt Nohr Alexander Shaw created the campaign for the Toyota-owned marque. It targets potential Lexus car buyers and existing Lexus company car drivers.

The campaign consists of personalised direct mail activity, online advertising and e-mail marketing.
Online advertising includes an interactive expandable banner which allows visitors to book a test drive and test three customisation tools to personalise their choice of car paint colours, wheel styling or sat nav.

The direct mail pack features a colour swatch and includes an insert consisting of a cut-out silhouette of a Lexus IS car with five leaves attached to show an introductory page and a choice of four different metallic paint colours.

The tagline for the Lexus IS SE-I campaign is “Why compromise when you can customise?”.

The article on own-brand products headed ‘Supermarket premium own labels criticised’ mentioned a recent uSwitch.com survey. Robin posted this comment:

We’re switching to retailer brands are we? Lots of numbers contradict the uSwitch survey, not least the recent results from Unilever. What shoppers are doing is looking for value and most British shoppers are doing the majority of their shopping in big box retailers.

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