Besides creating brand awareness, the campaign's main aim is to encourage user interaction online and to get customers to experience the cars through booking test drives.
- Within the first weeks of the two-month campaign over 1000 test drives were booked.
- At just three weeks, 90% of the target was reached with 70% of all leads being the desired "hot leads", (users who are financially capable of purchasing the vehicle).
- 80 test drives continue to stream in daily
- To date, Lexus has recorded the highest account of visitors to the site in the history of www.lexus.co.za
Says Aaron van Schaik, Managing Director of Lighthouse Digital: "It's been such a pleasure working with Dylan Kruger, On-line, CRM & Direct Marketing Manager at Lexus. His dedication and passion for online media is reassuring and has contributed greatly to the success of this campaign. Being able to produce such outstanding results just half way into the campaign truly demonstrates an overall sustained confidence in digital media as a platform capable of producing results that are as targeted as they are measureable."
Lighthouse Digital is an independent online media agency that offers a results-driven, integrated service offering that encompasses digital media planning, tracking and analysis for display, search, email and mobile media. By combining knowledge, technology and strategy with powerful buying partnerships, Lighthouse Digital applies strategy that is targeted and cutting-edge, meeting clients' objectives and ensuring a maximum return on their advertising investment.