The campaign, created through Kicatt Nohr Alexander Shaw, features direct activity in the form of a “flickbook,” which offers potential consumers a “21-second drive,” or the time it takes to buy the retractable hardtop of the IS 250C, the fass in the industry.
The “flickbook” theme is supported by email marketing and a committed microsite, with the slogan “How convertible are you?”.
Current and prospective Lexus consumers will receive direct mail in the mail and, in combination with online respondents, will be encouraged to contact Lexus by calling 0845, visiting www. lexusconverted. co. uk, or returning the paid response coupon.
The reply-paid coupon asks their local Lexus Centre to contact the customer by their choice of phone or email to request a full test drive.
March Nohr, Managing Partner of Kitcatt Nohr, said: “We wanted to give Lexus consumers permission to purchase a convertible in the current climate by assuring them that the Lexus IS 250C offers an exciting drive without any of the practical drawbacks of other convertibles.
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