The campaign, created by Kitcatt Nohr Alexander Shaw, features email marketing, direct mail and a microsite which customers can visit using personalised URLs.
It aims to target car users within company car schemes who are keen to save money on car costs and car tax without losing the prestige of their chosen car brand.
Kitcatt Nohr's creative approach was to liken a Lexus IS car upgrade to an airline seat upgrade from economy to first class.
The campaign is designed to highlight how the revised Lexus IS model provides a "first class ride" at economy prices with newly lowered emissions.
The creative consists of a mocked-up airline boarding pass, personalised with the customer's name and indicating that they are suitable for an upgrade.
The strapline for the campaign is: "Check in today and upgrade to a test drive in the Lexus IS 220d SE."
Prospective and existing customers will be sent a direct mail pack or an email, encouraging them to contact Lexus and request a test drive of the new model. Alternatively each boarding pass includes a personalised URL for customers to go online and request a test drive and view the car's specifications and features.
Marc Nohr, managing partner at Kitcatt Nohr, said: "We aimed to create a sense of intrigue and excitement by likening an upgrade to the new Lexus IS model, to the luxury of being upgraded to a first class airline seat at economy prices."
Julian Lea, CRM and database manager at Lexus GB, said: "The revised IS model allows our customers to enjoy class-leading specifications for no extra price, while also saving money on car tax due to the lower emissions.
"The lower CO² emissions keep the car in the lower 20% tax bracket saving drivers approximately £50 per month."
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