Lexus tries 'flick book' DM pack to drive interest in new IS 250C convertible

Lexus has launched a direct mail and email campaign around the its new convertible model.

The campaign features three-dimensional direct mail pack sent to more than 10,000 customers and competitor owners with a paper lever that enables the reader to take a virtual test drive of the IS 250C. It was printed by Kent-based BKT.

The campaign also went out to just over 6,000 emails. Recipients are urged to respond via phone, post or by visiting a dedicated microsite.

The pack centres on the strapline "How convertible are you?" and uses a visual ‘flick book’ idea of a ‘21 second test drive’, which is the time it takes to put the convertible's roof up or down.