Our creative approach was to speak to the consumer about Lexus en route to the NEC through various media, including: hitch hikers, road signs, personalised electronic greetings and invitations handed out in the car park.This put Lexus front of mind before the consumer even entered the NEC, cutting through the many ‘shot of the car’ ads placed at the event and demonstrating Lexus’ sophisticated brand image through a very consistent tone of voice.

2,043 leads were gathered, of which 87% were brand new prospects. Lexus also received 789 test drive requests.