Lexus LS: Watch the orchid's journey

Kitcatt Nohr Digitas

The team

Paul Ferry – Account Director
Dave Barrett – Copywriter
Jamie Tierney – Head of Film/Art Director
Alex Allen – Art Director
Andy Edwards – Video Editor
Rob Franklin – Freelance Director
Sara Nicolson – Marketing Manager

How did the campaign make a difference?

To communicate the experience of the world's ultimate luxury vehicle and its perfectly controlled environment, a film showed the Lexus LS was the ideal home for the most delicate flowers. The film was hand-delivered to 1,000 selected prospects with a single orchid: 64 have since gone on to buy – and 23 bought an LS, for an ROI of 13:1.

What details of the strategy make this a winning entry?