Lexus: Experience Amazing

Lexus, an automobile brand, used an email-based campaign to provide its UK customers with a top rate experience.

Campaign details

Agency: Digitas UKClient: Lexus UKCampaign Name: Experience Amazing

The challenge was to develop customer communications that live up to the 'Experience Amazing' ethos and drove sales - Japanese spirit was the inspiration.

Strategy

Luxury car buyers are seduced by highly emotional, stylish films that make lofty claims about the experience of driving and 'owning a brand'.

But all too often the ownership experience doesn't match the promise, offering instead dry, product-focussed customer comms.

The comms were inspired by the concept of Omotenashi - the uniquely Japanese spirit of hospitality that pervades every aspect...

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