Nissan mailing packs punch - and features

Nissan is launching an exciting creative campaign for its quarterly tactical mailing programme, developed to promote the Micra and NOTE.

The innovative creative, which has been developed by top ten direct and digital agency Tullo Marshall Warren (TMW), illustrates how the feature of these vehicles provide drivers with much more than they'd usually expect in cars within their class.

To promote these features, TMW, part of the Creston group of companies, has used a pastiche of a toolbox for the brochure which is visible through the a large aperture in the outer to create disruptive impact and achieve stand-out.

It focuses on the idea that Nissan passenger cars are 'packed full of handy features' and uses a bold concertina-fold brochure format.

As the brochure opens, the product features of the Micra and NOTE are clearly laid out within the toolbox compartments, and on the reverse there is a direct comparison on selected models so that prospective customers can identify the clear additional benefit of owning a Nissan.

Mo Dada, CRM Controller at Nissan, commented: "Both Micra and NOTE have a fantastic array of features which means that we offer our customers much more than they would typically expect in similar cars.

"TMW's toolbox concept is great as it really entices you to open it, and once inside all the features really stand out".

The mailing is going out to 60,000 prospects including existing Nissan customers and owners of competitor models, who are likely to be close to replacing their existing vehicle.

The main objectives of the campaign are to generate brochure requests as well as test-drive bookings and, of course, ultimately drive sales of Micra, Micra C+C and the NOTE.

Prospects are incentivised to do so through the use of offers selected by Nissan that best suit the individual's needs.

TMW uses variable letter copy to communicate these tailored customer offers within the highly personalised letter.

The mailing also includes a free prize draw to win a year's supply of fuel worth GBP2,000 to incentivise recipients to complete the data capture form and return it.

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.

Simon Cromey, Account Supervisor at TMW, added: "The combination of focused targeting, strong individual personalisation and clear benefits has enabled us to create a campaign that fits creatively in line with Nissan's 'Wish List' advertising campaign.

"Ultimately it should make consumers feel that it is pointless to look elsewhere when they can get both style and value with a Nissan or NOTE".

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