Baby Lexus

Lexus were looking generate interest in a car that wasn't to launch for 12 months, the CT 200h. The target audience was definied as under-40 professional couples, with a high proportion female.

Baby Lexus


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...

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