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Lexus 'Quiet Revolution' direct campaign

Car manufacturer, Lexus, is launching the latest phase in its campaign to generate interest in its CT 200h model, the world’s first full-hybrid luxury compact car. The direct and digital campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month.

Lexus briefed Kitcatt Nohr to create a campaign to generate leads and communicate new information about the car’s spec, ahead of the production of the new Lexus CT 200h in December 2010. The campaign targets prospective drivers of small luxury cars.

Kitcatt Nohr has created a direct and digital campaign which describes the arrival of the new CT 200h as “the quiet revolution”, so called because the car can be driven in near silence, and because of Lexus’ drive to push the boundaries of automotive design and create cars which are unique and revolutionary in their class.

Working on a limited budget, with very tight timelines, Kitcatt Nohr has created a three dimensional CGI picture of the city of the future. In this quietly revolutionary landscape one thing is very different: every car is a Lexus CT 200h.

The campaign announces some of the benefits of the CT 200h, including lower emissions and a choice of four driving modes, plus Adaptive Cruise Control (which keeps you at a distance from the car in front) and a Pre Crash Safety System (which prepares the car for impact)

The campaign comprises email, a microsite, press inserts and DM. Recipients are invited to visit the microsite or complete a form and request further information about the CT 200h ahead of its launch. Respondents are offered the chance to win a luxury weekend break at The Grove in Hertfordshire.

Sally Howarth, Manager - CRM, Digital and Database at Lexus, commenting on the campaign said; “The Lexus CT 200h has the most luxurious level of standard specification in its class. Kitcatt Nohr’s campaign brings to life what makes the car unique and should generate plenty of interest in the run up to its launch.”

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