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.


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