The J&B Metropolitan is a premier horseracing event that is attended by the elite crowd from across South Africa. Lexus was selected as the official vehicle sponsor of the J&B Met 2008. As Lexus is somewhat of an unknown brand in South Africa, and there would be no vehicles at the actual event, meeting the objectives would be challenging. Our objectives were two-fold, the primary goal to capture data in order to build a database for future acquisition drives and as a secondary goal we needed to get them to test drive a Lexus. In order to get maximum leverage from this sponsorship, we decided to target the 700 VIP guests who were invited to the exclusive event marquee and make an impact.

The J&B Met is the coming together of those of distinction. The Lexus philosophy of being continuously in pursuit of perfection captured the spirit of all in attendance perfectly - from guests who merited an invitation to this exclusive event to the powerful animals at the centre of it all. A racehorse goes through a lifetime of preparation in order to become a well-refined thoroughbred. The same attention to detail is applied to the production of every Lexus. From the carefully selected material and finishes to the powerful engines, everything is in pursuit of a perfect driving experience. Guests were invited to submit their details for future contact, and were thereby entered into a competition to an equine estate boasting three thoroughbred stallions owned by the Royal family of Dubai.

Total gift packs snatched up by guests - 700.Total leads captured for future acquisition drives – 294 which equals a 60% response rate.Total test drives booked – 50 which led to 50 Lexus vehicles being sold at an average of 30 744.00 euros each.Total cost of campaign – 14,333 euros.