ANALYSIS RESULTS IN A SUCCESSFUL HYBRID EXPERIENCE
Klant
Since 1989, the name Lexus – the luxury brand of Japanese car-maker Toyota – has represented top-of-the-range cars that are distinguished by their sophisticated technology and refinement.
Opdracht
To inform a select audience about a test drive in the first luxury hybrid on the market: the Lexus E-Four RX400h. To draw attention to the unique engine configuration and environmental benefits. To make it clear that the car is designed to fit in with the lifestyle of the discerning driver.
Oplossing
Comith conducted a lifestyle analysis with people in their 40s, 50s and 60s, after which we geared our communication closely to match their social environment and values. We then invited this target audience for a ‘Lexus Hybrid Drive Experience’.
Comith opted for a strong combination of direct mail and e-mail. We refined the addresses in the ‘Ca ...
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