Lexus to recruit more customers with Andrews Aldridge DM work

Lexus, the luxury car marque owned by Toyota, is launching an inserts campaign as a brand awareness and customer recruitment exercise.

The campaign, through Partners Andrews Aldridge, marks a change in strategy by Lexus as it talks about the Lexus brand rather than individual car models.

The creative plays on the idea of "contemporary luxury", drawing an analogy between Lexus and other luxury experiences such as linen sheets in a five-star hotel.

Several million inserts will run in the national press, Sunday supplements and specialist titles such as Autocar from this weekend. The inserts contain links to a website and also ask potential customers to provide information.

Respondents then receive direct marketing about the Lexus model that would most suit them at the time when they are ready to consider buying.

Matt Button, the marketing communications manager of Lexus GB, said: "This work demonstrates very clearly what Lexus is about and will be the start of a modern day courtship with our potential customers."

Steve Aldridge, a creative partner at Andrews Aldridge, said: "We were trying to create stand-out to get a response and cut through is the key. To use a different visual and the language of other luxury brands gives a connection point."

The campaign was art directed by Steve Aldridge and the copywriter was Roger Morris. Media planning and buying is by Zenith Media.

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