Andrews Aldridge emphasises Lexus' standard features

Lexus, the luxury car marque, has begun a direct marketing programme with a mailing designed to highlight the standard features of the Lexus range.

Lexus' agency, Partners Andrews Aldridge, which previously developed several insert campaigns for the company, created the campaign. It targets owners of other luxury cars with the message that Lexus offers top-class products and customer service as standard.

The mailing combines liberal use of photography by the renowned car photographer Steve Hoskins with copy highlighting outstanding features such as a specially designed sound system, doors that close themselves and air conditioning that measures the quality of the outdoor air. A booklet inside the mailing shows images of Lexus cars alongside copylines such as: "Extras don't make a luxury car. A luxury car should come complete."

Andrews Aldridge is targeting drivers who responded to its earlier insert campaign. The mailing includes a questionnaire that asks drivers more about their preferences. This information will be used in future activity.

Matt Button, the CRM and database marketing manager at Lexus GB, said: "The idea behind this first piece in the programme is to introduce the brand and its values to potential buyers. We want people - before they even begin to think about buying another car - to understand our philosophy.

They can then begin to understand what luxury means in a Lexus - from the Mark Levinson sound system to the 'extras' that are standard across the entire range."

The pack was art directed by Mark Hanson, and the copywriter was Kristian Foy.


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