Lexus talks to young market in two-stage direct mail strategy

Lexus wants to take its IS2000 model to a younger market with a new multi-discipline direct marketing initiative produced by Partners Andrews Aldridge.

The campaign, which will support existing broadsheet press ads created by Saatchi & Saatchi, will be launched in three stages.

The first stage comprises more than one million inserts that will be placed in the quality supplements of the national press and specialist titles.

Media buying is handled by ZenithOptimedia.

The second stage is a mail pack, which includes four quality photo cards of different parts of the car, labelled "the look", "the luxury", "the performance" and "the IS". Text detailing the product benefits of the IS can be found on the back of each card.

The mailings will be followed by postcards offering recipients a free 24-hour test drive.

PAA's creative partner, Steve Aldridge, said: "The pack has huge stand-out on the doorstep - but a beautiful car does help."


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