A Chocolatier talks about and shows us the science that goes into making something that creates desire-just like the new Lexus ES.

Create an interactive TV spot that allows consumers to build and customize their own ES. Fully interactive, the car configurator allows viewers to customize the ES, request more information, find a dealer and have a dealer contact them – all without interrupting programming.

Featuring the ES, the first television car configurator launched on TiVo May 2006. Lexus’ response rate was 52% higher than TiVo’s automotive norm. In addition, leads to sales conversion rate was 64% higher than past campaigns.