Lexus DM PIE CHARTS by DraftFCB Johannesburg

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Industry Cars
Media Direct marketing
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Brett Morris
Creative Director Pippa Capstick
Art Director Martin Heigan, Mariska Van Den Berg
Released August 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: LEXUS
Product/Service: AUTOMOBILE
Date of First Appearance: Aug 1 2010
Entrant Company: DRAFTFCB SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Executive Creative Director: Brett Morris (DraftFCB)
Creative Director: Pippa Capstick (DraftFCB)
Art Director: Martin Heigan (DraftFCB)
Art Director: Mariska van den Berg (DraftFCB)
Client Service: Struan de Bellelay-Bourquin (DraftFCB)
Media placement: Infomercial - DSTV - August 2010

Describe the brief/objective of the direct campaign.
Lexus launched in South Africa in 2006. It was positioned to join the luxury car brand market that is dominated by the big 3 – BMW, Mercedes Benz and Audi. It launched as an alternative to these brands with an understated brand voice in contrast to the big three’s aggressive brand tones. South African’s are aggressive drivers and didn’t respond well to the quietly confident Lexus brand. In addition, in 2009 Lexus car sales started dropping due to the recession. Lexus needed a break through campaign that would capture South African’s attention and increase sales dramatically.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With low sales come low budgets. There was no money to waste. We had to target competitor drivers with a highly targeted message that was cheeky enough to gain their respect while pointing out that BMW, Audi and Mercedes were all charging extra, over and above the retail cost of their vehicles, for extras that come standard in a Lexus.

Live activations at traffic light where promoters handed out targeted flying. This took place nationally within South Africa with a total of 200 promoters distributing 10 000 flyers over the promotional weekend period. This was supported by Television advertising and print advertising in the Business Day over the same weekend.

Explain why the creative execution was relevant to the product or service.
Competitive advertising is not allowed in South Africa so we created ‘pie charts’ to deliver our message. The pie charts resembled competitor logos and were cheeky enough to become a talking point once the infomercial was broadcast on television. Viewers recognized the pie charts as competitor logos and the campaign became a talking point across the web, including discussions on competitor websites across the world.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign was run over one weekend. Twenty-eight Lexus cars were sold over Saturday and Sunday, nearly 70% more than Lexus normally sells. But the most exciting part was the fact that 80% of these sales were to competitor drivers.