Lexus Launches a DM & Mobile First

Kitcatt Nohr Digitas has created a new campaign for Lexus UK using direct mail and mobile to encourage non-emailable customers and prospects to sign up to test drive the new Lexus IS.

The agency's work to support Lexus Europe's launch of its new generation IS model has two strands: a wider DM campaign and a DM campaign specifically targeting non-emailable consumers in the run up to demo vehicle delivery at local test drive centres 

The wider DM campaign comprises hand raising inserts, emails and a news release email programme in the run up to the delivery of the IS in the UK.

Meanwhile the DM strategy targeting non-emailable customers and prospects - some of whom have been on the company's database for some time - involves an attention-grabbing mechanic designed to drive traffic to mobile: a first for the brand.

To captivate and engage, Kitcatt Nohr Digitas created intrigue with a minimally branded mailer with an embossed, black outer based on the car model's front grill pattern. 

Inside, recipients are invited to enter a personalised URL into their smartphones to start the car's virtual ignition and experience “a light display like no other”. When they start the virtual ignition, they will see a film of the light meter coming to life followed by a 360-degree rotating image of the car. 

The main call to action is ‘click to call’, when can be done direct from the recipient's mobile, to request a test drive of the car.

Those registering before June 22, 2013 were entered in a draw from which 20 winners will enjoy a once-in-a-lifetime opportunity to tackle the famous hill climb at Goodwood's Moving Motor Show in a Lexus IS.

"We have a long partnership with Lexus and are excited by the continuing application of creative intelligence to deliver measurable impact," says Tracey Barber, CMO, Kitcatt Nohr Digitas.