For the last several years, we've developed the design and copy for Lexus national programs represented by their Lexus Dealer Association (LDA) network – primarily utilizing direct mail and email channels, often including landing pages and PURLS appealing to "hand-raisers" for local dealership promotional events and offers.
As with any client, it's important to understand the proper execution of brand, but Lexus also had an intricate and in-depth awareness of the personas/lifestyles associated with each model, level and trim package.
So we had to learn and be keenly aware of motor types, trim packages, drive-trains and whether that was potentially a plus or minus for the new owners based on lifestyle, what area of the country they lived in and seasonal weather conditions they may experience.
We were able to put our expert experience of data-driven personalization to use for this program, personalized to recipient with imagery and copy as well as personalization from the LDA or dealership nearest them.
