Lexus Fall Service Event
Brief
OBJECTIVE - Drive tire and ancillary part purchases during promotional period. Encourage dealer participation in tier three marketing efforts.
APPROACH - Developed ‘key art’ to be used across all marketing channels, including in-store assets (i.e. POP materials).
STRATEGIC GOALS -
Implementing updated Lexus brand guidelines.
Creating a distinctive visual identity for Fall Service Event that conveys seasonality and focuses on tires.
Creating two creative variations for Display and Social assets.
Optimizing the customer journey by focusing on call to actions that drive to LexusTireCenter.com.
EMAIL HERO GIF
EMAIL LAUNCH
Digital Advertising Program
Key Art
THE CREATIVE GUIDE - Our concept and design behind said key art guided the remaining Fall Service Event deliverables.
DIRECT MAIL
STATEMENT INSERT
Social
FACEBOOK CAROUSEL AD
INSTAGRAM IMAGE AD
FACEBOOK IMAGE AD
SOCIAL DESIGN VERSION 1
SOCIAL DESIGN VERSION 2
Display Banners
DESIGN VERSION 1
DESIGN VERSION 2
Lexus Fall Service Event - Notable Campaign Results
OVERALL CAMPAIGN PERFORMANCE - +$17 million
WEB TRAFFIC - 98% of new users to lexustirecenter.com were driven by marketing deliverables
PRIOR SALES EVENT COMPARISON - 2022 Fall Service Event outperformed previous 2022 Spring Service Event
Art Director: Marin Motylewski
Designers: Marin Motylewski, Marziyeh Esfandiari, Zach Plonski
Copywriter: Jed Donohue
Strategist: Joseph Walker
Account Manager: Julianne Unger
Project Manager: Stephanie Tiehes
Creative Oversight: Martin Rudolf & Jed Donohue
Lexus Service Events
ROLE - Other Lexus Service Events that I did not art direct, but contributed to creative deliverables as a designer
