1. A Little Piece of Luxury Lexus Agency: Target:McConnells anpost.ie/mailmedia
2. A Little Piece of Luxury The Challenge Lexus were looking to launch the Lexus CT 200h, the worlds first compact luxury hybrid - competitively priced for the market whilst maintaining all of qualities you would expect from a Lexus - luxury, performance and innovation.
3. A Little Piece of Luxury The Target Market In a first for Lexus, the primary audience for the Lexus CT 200h was urban 25 – 35 year olds. Likely to be high achievers, their stage in life meant this was reflected more in their career potential and personal aspirations than any immediate material wealth.
4. A Little Piece of Luxury The Thinking In order to address the challenge, we bypassed the traditional advertising led market entry strategies beloved of car brands by developing an engagement platform that: married the aspirational nature of the brand with a new consumer facing proposition better reflective of the prevailing economic climate did so in a way that was credible to a first time audience without alienating the existing customer base
5. A Little Piece of Luxury Our strategic thought was to devise a participative launch campaign championing and rewarding active consumer engagement. This participative model sought to move from an awareness and education approach to one that embraced an ethos of inspiration and immersion. We looked to singer-songwriter Cathy Davey to help create a unique experience both off and on line before providing a number of truly unique, intimate performances that had customers sign up in their thousands.
6. A Little Piece of Luxury The Mailing A bespoke Direct Mail piece was created and sent to a select number of the target audience that appeared as a image of Cathy Davey inviting you to sample ‘a little luxury’ – an invitation to an exclusive music gig in Lexus Dealerships nationwide. The DM when opened could then be used as a photo frame through a unique design presenting the view of a personally signed photo of Cathy Davey within. In addition to the Direct Mail, an online email campaign, social media plug in and wider PR supported the drive to the digital destination.
7. A Little Piece of Luxury An on-line digital destination was created that all communications pointed to. It served as the main hub for potential consumers to learn more about this new compact Lexus as well as register their interest in attending one of the exclusive gigs. The website featured a mix of product information and campaign incentive and also incorporated a welcome video from Cathy Davey that could be personalized and sent to friends to prompt member get member registration.
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10. Deliver a compelling product message that would resonate with this audience: in making sure our message was compelling and something that consumers reacted favourably to, we saw that over 20% of everyone who actively participated at some level across any of our monitoring metrics, proceeded to full campaign registration. 37% of all engagement came through direct mail or email communications, with 57% coming through social media referrals (Facebook, Twitter etc)
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