2023

NYX Awards - 2023 Grand Winner Winner

Global Leader In Automotive Sets A New Standard For Brand

Entrant Company

C-4 Analytics

Category

Advertising - Advertising Campaign

Client's Name

JM Lexus

Country / Region

United States

Experience Level

Agency

JM Lexus is known for being a global leader, setting a standard for the Lexus brand. In 2020, their world came to a screeching halt as a pandemic surged globally. The aftermath resulted in a shortage of raw materials for many industries, negatively affecting the world of automotive. Inventory was scarce and receiving new vehicles from the manufacturer was inconsistent. With hardly any inventory shipments, JM Lexus needed to make a drastic shift. C-4 Analytics crafted a strategy that still allowed for new car sales without needing physical inventory. Together, we chose to reallocate our focus toward new car reservations. This shift allowed JM Lexus to maintain their momentum with new car sales even if they did not have the vehicle on the lot physically. we determined the best place to begin testing our strategy was in the inbox. Thus, we crafted an email marketing campaign, segmenting contacts in our client’s CRM to target warm leads, lease-return prospects, and fixed-ops customers with aging vehicles. All relevant groups found in their system were sent an email marketing experience that was minimal, inviting, informative and action-oriented. Our strategy recorded amazing results, in a time when both leads and inventory were low. We launched our campaign in January 2022, generating these extraordinary results: 80 Campaign Leads Generated, 10% Campaign Conversion Rate, and 6 Direct-To-Sales Phone Calls.

As the automotive industry came to a screeching halt, C-4 Analytics never slowed down. In fact, we did the exact opposite. Keeping momentum was imperative for not only our clients but for the marketing world in general. This intuition along with our industry expertise helped solidify a firm foundation for JM Lexus, as they entered unchartered territory. Since this shift in strategy, our client has welcomed the idea and applied it to other areas of their business.

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Entrant Company

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Country / Region

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Entrant Company

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Category

Integrated Marketing - Product Branding

Country / Region

United States

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Entrant Company

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Category

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Country / Region

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Entrant Company

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Category

Commercial & Marketing - Editing

Country / Region

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