Lexus Paperless Billing
Client: Lexus
Role: Art Director, Designer
Agency: RAPP
Scope: Email
Year: 2018
As part of Lexus' sustainability efforts, we crafted a two-touch email campaign encouraging owners to switch to paperless billing. With a focus on the environmental impact, the campaign uses clear and engaging messaging to inspire Lexus owners to make the change and support a greener future. The creative pairs bold typographic treatment with a clean, uncluttered layout, fitting for a campaign about eliminating excess. Each email has a distinct job: the first makes the case, and the second reinforces the decision and keeps owners engaged with practical next steps.
Email 1: The two emails work as a sequential nudge. The first, "A Change for Good," leads with the environmental stakes, framing paperless billing as a simple action with measurable impact. It then builds the practical case through a clean breakdown of the advantages. The creative leans into bold typographic treatment, using oversized letterforms to command attention before closing with a list of advantages.
Email 2: The second email, "Make a Clean Cut," is the acquisition email, aimed at owners who haven't yet made the switch. It leads with the same environmental stat to establish stakes, then broadens the argument beyond sustainability, framing paperless billing as a lifestyle upgrade. It then closes with a practical prompts, keeping the user connected and engaged beyond the initial conversion.
