Balancing brand and best practices to drive acquisition and usage.

In an effort to optimize card engagement, Toyota and ADS, in alliance with Visa and Media Logic, embarked on a four-stage mission to improve their co-brand card marketing.

1. They tapped psycho-demographic research to identify key needs and pain points among Toyota and Lexus customers.
2. Media Logic took these learnings to develop new acquisition and usage communications that followed best practices while also infusing more of the Toyota and Lexus branding.
3. This new creative was tested among prospects and current cardholders to see which approaches resonated best.
4. The direct mail and email packages were then refined into powerful communications that would appeal to Toyota and Lexus brand loyalists, boost acquisition and drive world spend.