Lexus is launching the CT 200h, their smallest luxury compact car, targeting a new audience of expectant parents and young couples without children. The marketing campaign, created by Kitcatt Nohr, emphasizes the car's luxury and green credentials while cleverly using baby-themed imagery to resonate emotionally with this demographic. Despite budget constraints, the campaign has successfully generated over 65% of its lead targets and attracted nearly 100 pre-launch orders.

1. Brand BACKGROUND It needed to box clever, given new baby Lexus, even before the first included in the pack, plus a response
Lexus
Lexus is the luxury division of Japanese that the constraints of the credit models reached these shores. card and personalised letter.
Agency car maker Toyota. In March 2011 it crunch had ruled out an all-singing, After that it would supply potential The baby theme continued with
Kitcatt Nohr Alexander Shaw
(Kitcatt Nohr) will launch the world’s first full hybrid all-dancing above-the-line prelaunch customers with the ammunition images of a dummy made out of a
luxury compact car, the CT 200h, a campaign for the car. they needed to justify their decision Lexus wheel and a rattle from a Lexus
Media vehicle that’s a million miles away Instead Lexus decided to focus on a – like the fact that it’s the ‘quietest gear stick. Respondents, meanwhile,
Direct mail, press inserts, email
and a microsite from the manufacturer’s traditional tough target of 10,000 prospects from baby ever’, travelling in almost total were invited to visit the microsite or
executive range. which to generate sales leads and pre- silence at speeds of up to 30mph and complete a form and request further
Country
UK The new car won’t be aimed at launch orders. emitting zero CO2 or NOx. information about the new model.
existing Lexus drivers – relatively The agency created a multi- A press insert also offered
Date conservative empty nesters – but at IDEA tiered direct and digital campaign recipients the chance to win a luxury
May 2010 a completely new audience, mostly People choose cars for a variety of comprising email, press inserts, direct weekend for two at London’s May Fair
couples either without kids or just reasons, but they’re mainly emotional mail and a microsite. Hotel when they registered with Lexus
starting a family. ones – albeit supported by rational The first communication – the to find out more.
These are the traditional buyers of information. direct mail shot – was a scan of the
cars like the VW Golf, the Audi A3 and Given that the CT 200h is the baby Lexus, just like the scans that RESULTS
the BMW 1 Series, so Kitcatt Nohr’s smallest car Lexus has ever built, plus expectant parents might receive of The highly integrated campaign has
challenge was to find a way to get the relative youth of the audience, their new babies. been a phenomenal success to date.
them to consider an alternative – in Kitcatt Nohr decided to try and Basic details and engine specs of Despite a limited budget, and the
this case the CT 200h. persuade them to ‘fall in love’ with the the forthcoming model were also need to generate leads from just
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2. 10,000 prospects, it’s more than 65% move into compact cars. The imagery to communicate more prominently interior. Pre-family buyers will be
ahead of target already. In addition, is clever, internally consistent what’s coming with the new arrival – receptive to the brand’s strengths
close on 100 prospects have ordered and communicates the idea of an the defining luxury of the Lexus brand of luxury and the product’s green
a new baby CT 200h without ever imminent arrival well – so far so good. is strangely absent. Lexus needs to credentials but our research shows
having seen one ‘in the flesh’. What’s more, they’re generating be careful not to overdo the baby pre-kid couples often screen out
impact on a small budget offline and imagery too. anything with babies on it. How
EXPERT COMMENT digitally – even better. There might also be a missed about sending a second wave of these
Ian Davidson, The scan image is a visual that’s opportunity with the targeting and packs out to existing empty-nester
managing director, hard to ignore. As a recent father leads generation. customers?
FlyResearch I remember the strong emotions Venerable existing customers Overall, a sound campaign using
associated with looking at scans; are currently being overlooked, but high impact creative to maximise a
usually relief, as I was hoping not to Lexus should bear in mind that young budget, but it might be wasted if it’s
Lexus’ pre-launch campaign uses see anything remarkable (a set of families soon realise compact and just for the youth end of the market!
an emotive theme and powerful wheels would have been a real shock). children don’t go together, and baby I look forward to seeing the actual
imagery to signal the car maker’s However, the campaign needs vomit can ruin the most luxurious launch when this goes full term.
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