THE WORLDS FASTEST MAILING by Saatchi & Saatchi Dusseldorf for Lexus

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THE WORLDS FASTEST MAILING

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Industry Cars
Media Direct marketing
Market Germany
Agency Saatchi & Saatchi Dusseldorf
Executive Creative Director Stephan Zilges
Creative Director Marco Obermann
Art Director Jean-Pierre Gregor
Released September 2009

Credits & Description

Category: Flat Mailing
Advertiser: LEXUS GERMANY
Product/Service: LFA MODEL
Agency: SAATCHI & SAATCHI
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Düsseldorf, GERMANY
Account Manager: Aferdita Muyan (Saatchi & Saatchi)
Creative Director: Marco Obermann (Saatchi & Saatchi)
Executive Creative Director: Stephan Zilges (Saatchi & Saatchi)
Junior Copywriter: Christopher Nothegger (Saatchi & Saatchi)
Junior Art Director: Marc Hoch (Saatchi & Saatchi)
Art Director: Jean-Pierre Gregor (Saatchi & Saatchi)
Junior Copywriter: Alfredo Hirschfeld (Saatchi & Saatchi)
Media placement: Direct Mailing - letter post - 1 September 2009

Describe the brief/objective of the direct campaign.
To generate interest for the fastest and most expensive Lexus of all time: The LFA. More than that we intended to make solvent customers pre-order the limited edition long before the launch, which included pre-paying 50.000 Euro of the whole price which is 375.000 per LFA.

Explain why the creative execution was relevant to the product or service.
What could be a better solution than to communicate the launch of the fastest Lexus of all time with the fastest direct mailing of all time?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For this sports car we developed the world's fastest mailing. By the way, in Germany PS not only means postscript, but also hp for horsepower.

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.
After a few days the German Lexus dealers had more requests than there were cars on the German market. With 16 LFAs sold long before the launch the German dealers reached the best result throughout Europe.