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.
Lexus tries 'flick book' DM pack to drive interest in new IS 250C convertible
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Lexus has launched a direct mail and email campaign around the its new convertible model.