Nissan launches campaign to inspire adventurers

Nissan is launching an exciting new creative campaign for its quarterly mailing programme, developed to champion the Nissan Sports Adventure range.

The innovative creative, which has been developed by leading integrated agency Tullo Marshall Warren (TMW), is based on the Nissan Sports Adventure theme with the strap line of - Inspire the adventurer in you.

Nissan's Quarterly Tactical Mailing (QTM) has been developed to encourage customers and prospects to request a brochure, book a test drive and ultimately purchase from its extensive range of 4x4 vehicles and cross over vehicles - Pathfinder, X-TRAIL, Navara, Patrol and QASHQAI.

A mailpack will be sent out to 40,000 Nissan customers, warm leads and cold prospects, who are about to replace their vehicle.

TMW has developed a colourful DM mailpack based on the above-the-line Sports Adventure tactical.

The brochure comprises of a variety of 'adventure passes' such as a ski pass or mountain bike pass, which can be shown through the clear plastic wallet outer.

Inside, the brochure features silhouettes' of people skiing down a mountain or cycling up hill designed to encourage the recipient to get behind the wheel of a Nissan and grab their pass to a world of sports adventure.

In addition, the mailpack offers free Nissan Sports Adventure DVD packs to the first 1,000 people to test-drive one of the vehicles from the Sports Adventure range and there is an opportunity to be entered into a prize draw to win a sports adventure holiday - from a safari in Uganda, mountain biking in California to touring San Francisco in a chopper and skiing in Switzerland.

The pack also includes an incentivised questionnaire that will be used to identify when customers are most likely to purchase their next car through certain key trigger dates.

Consumers have the opportunity to be entered into a free prize draw to win a year's supply of fuel worth GBP2,000 once they have completed and returned the questionnaire.

This information, in addition to analysis and modelling of consumer behaviour carried out by insighttmw, the data and planning arm of TMW, will be used to enhance future targeting.

Anthony Da Silva, Account Supervisor at TMW, said: "We want to inspire Nissan customers to try something new, and we believe the creative for the mailpack will encourage them to test drive one of the vehicles from the Nissan Sports Adventure range in order to make their adventures possible".

Mo Dada, CRM Controller at Nissan, added: "We love the creative concept developed by TMW, which also reflects positively on the brand.

"Nissan's Sports Adventure range is designed to inspire customers to take on new challenges and provide drivers with the freedom and capability to fulfil their passion for adventure every day".

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