Lexus has rolled out a campaign site, lexusconverted.co.uk, for its new hard-top convertible.

The new convertible will be available from next month. The campaign targets existing convertible or Lexus drivers who might be interested in a new convertible but are put off by the impracticalities of soft top models.

The digital ad  features personalised direct mail activity, email marketing and a microsite.

The advertisment agency, London-based Kitcatt Nohr, says it has created a virtual ''21-second test drive'' in the form of a flickbook which highlights the car's features and explains that it takes only 21 seconds to raise or close the convertible roof. The campaign uses the strapline, ''How convertible are you?''

The site gives viewers an overview of the car's features, a gallery of images and a sign-up page to be contacted by local dealers. The flickbook-style creative also takes users on a 21-second virtual test drive.

Users will be driven to the site through email and direct marketing activity.