Lexus readies below the line push for “baby Lexus”

Lexus, is launching a direct and digital campaign to boost awareness and generate interest in its “baby Lexus” model, ahead of production later this year.

Lexus campaign
Lexus campaign

The campaign, has been created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month. It comprises email, press inserts, DM and a microsite.

It aims to generate leads ahead of the production of the new Lexus CT 200h in December 2010 by targeting prospective drivers of small luxury cars. The ad features images of a dummy formed by a Lexus wheel and a rattle formed by a Lexus gear stick.

Lexus describes its CT 200h as “the world’s first full hybrid luxury compact car.”

The model is the smallest car Lexus has produced is widely dubbed as “the new baby Lexus”. It has been designed to travel in almost total silence at speeds of up to 30mph on the electric motor alone, emitting no carbon dioxide emissions.

Sally Howarth, manager of CRM, digital and database at Lexus, says: “As the world’s first full-hybrid luxury compact car, the CT 200h is an exciting new launch for us and we are confident that this campaign will generate plenty of interest in the car ahead of its production in December.”

Last month, Toyota had to recall as many as 12,000 vehicles from its luxury Lexus marque for problems related to steering.

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Marketing Week

Research Methodology: To examine the views of children aged six to 11 years old, Marketing Week commissioned Fly Research to undertake a quantitative study with 377 children of this age in April 2010. Discovery Research then conducted detailed focus groups with 27 children in May 2010 to provide qualitative results.

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