The campaign, created by integrated agency Kitcatt Nohr Alexander Shaw, targets two main audiences -- potential Lexus car buyers and existing Lexus car drivers.
Those consumers targeted will be offered a complimentary choice of 18-inch alloy wheels with four choices of metallic paint, or free, factory-fitted satellite navigation.
Headlined "Why compromise when you can customise?", the campaign consists of personalised direct mail activity, online advertising and e-mail marketing.
The online advertising includes an interactive expandable banner that allows visitors to book a test drive online and trial three customisation tools to personalise their choice of car paint colours, wheel styling or sat nav.
The direct mail pack features a colour swatch theme and includes an insert consisting of a cut-out silhouette of a Lexus IS car with five leaves attached to show an introductory page and a choice of four different metallic paint colours.
Prospective customers are encouraged to register online at for a test drive of the IS SE-I or contact a local Lexus Centre.
Marc Nohr, managing partner at Kitcatt Nohr, said: "We wanted to tempt existing and prospective customers to test drive the IS SE-I by allowing them to imagine how they might customise their own Lexus car.
"We did this by inviting them to interact with the expandable banner tools online or by trying out the colour swatch cut-out in the DM pack."