KITCATT NOHR ALEXANDER SHAW
CLIENT • Lexus
THE TEAM • Simon Robinson, Jamie Tierney, Richard Madden, Jonathan Goodman, Wendy Smith, Oliver Macefield, Gary Bridge, Kaara Shepard, Paul Kitcatt, Lindsay Watson.
WHAT IS WONDERFUL ABOUT THIS WORK? • Our campaign was based on a beautifully simple insight: the arrival of a new child is often the reason for buying a new car. But no spec existed. Using intrigue and careful targeting, we generated 5,579 enquirers 12 months before launch, at a CPR of just £63.
OBJECTIVES• Build a prospect base from scratch, with an insert...