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.