Lexus GS450h DM
GS450h Direct mail
Hybrid engines are born out of incredible technology. Which tends to be incredibly complicated.
Lexus puts a lot of effort into making all this kit vanish. Behind the hand-varnished timber dash. Under the soft leather seats. And the biggest breakthrough is a powerful electric motor you can’t even hear.
We were tempted to explain this engineering ingenuity. But then we dug deeper into the brand.
This communication was mailed to director-level business people at their place of work. In it we compared the power of this engine with the silent partner in business: you might not hear much about them, but you’d move a lot slower without them.
This analogy let us tell stories that interested our audience: the secret of America’s first female president to illustrate power, and the financial genius behind Chanel to highlight style and luxury.
For Lexus / Kitcatt Nohr
Type Direct mail to company directors