Direct > Product/Service
RX POCKET HARD DRIVE
TEAM ONE ADVERTISING, El Segundo / LEXUS / 2004
Overview
Credits
Overview
BriefExplanation
When Lexus decided to launch their new RX 330 Sports Utility Vehicle, they asked Team One to develop an integrated campaign across all media touch points. The goal was to generate new leads among prospects and current customers, convert acquired prospects into leads, and deliver an exclusive RX communication that features the brand and the features of the new RX. The campaign also needed to utilise the Putting the World on Notice print and television campaign that was breaking at the time for the RX 330.
CampaignDescription
Since there was so much new and interesting information to share about the RX 330, a CD-ROM would be helpful to deliver a multitude of interactive elements, images and product details. However, there was nothing fresh or compelling about receiving a CD-ROM in the mail.
The solution: We paired an enticing direct mail piece with an actual 16MB USB Memory Drive that activated when inserted into a computer’s USB port. The solution was not only a first for Lexus and Team One, but the first time anyone used a USB Memory Unit in advertising.
Outcome
Over 1/5th of all email recipients viewed the communication and 2,200 leads were generated. The RX Teaser Direct Mail prompted over 11,000 leads to provide their information via BRC requesting further communication. Total high quality leads just under 30K-an excellent return considering the high price of the RX 330 and the absence of an incentive-at a total CPL of $36.66 against an approved Lexus CPL of under $100. The projected leads from the banner campaign was 10,000 sign-ups; the programme exceeded that with over 16,000 leads generated at a CPL of $14.25 against a $40K + purchase price.
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