Creating seamless digital CRM journeys is one of the things we really understand and get behind. Quickly identifying key trigger points, it’s then a case for us to explore and map out multiple creative routes with engaging ideas and content.
We were tasked to do this for Lexus UK creating a bespoke digital CRM programme with a suite of comms and creative that made more of the ABTL ‘Amazing in motion’ campaign. We engaged customers in the early stages that showed interest with a model, taking that important test drive or configuring the perfect model, right the way through to purchase. There's also some extra thoughts around bringing new product releases to life.
(ABOVE: Digital comms included embeded short film content within emails. We also used social channels to drive engagement and test drive enquiries.)
Creative credits:
Art Director/designer: Simon Nicholls/James Fairburn
Copy writer: Scott Vaux-Nobes
Campaign photography: Anton Watts