Playing creatively on the "Access all areas" theme, developed by Nissan's agency Tullo Marshall Warren, Nissan will be targeting around 20,000 with the pack via its Quarterly Repurchase Cycle Programme, which uses trigger dates to target current and potential Nissan customers just before they are likely to consider buying a new car.
The "Access all areas" campaign is designed to show how the Nissan 4x4 range, which includes the X-Trail, Navara Pickup, Pathfinder, Terrano, Patrol and Murano, will take customers wherever they need to go. Each vehicle has its own spread and features roads around the UK to show off the qualities of the vehicles, such as on the wettest and the steepest roads.
In addition, the DM pack also includes a customer questionnaire, where they will have the opportunity to enter into a prize draw to win 拢2,000 worth of fuel. The data collected will be used to identify when customers are likely to next buy a car through certain trigger dates.
This information, in addition to analysis and modelling of consumer behaviour carried out by insight@tmw, the data and planning arm of TMW, will be used to enhance future targeting.
Sam Wood, account manager at TWM, said: "We've redesigned the creative in order to capture the spirit of adventure provided by the Nissan 4x4 range to reinforce its strong heritage in the marketplace. This direct mail piece is the perfect medium to communicate personalised messages to customers and prospects at the crucial point of their car purchasing cycle -- giving them a strong prompt to take action."
Coinciding with the overall 4x4 push Nissan is a drive backing the Pathfinder model, with 15,000 prospects being targeted with a mail pack. The creative idea is based on making new discoveries in your Pathfinder, which allow owners to "tell better stories".
At first glance, customers will see an outlandish and exotic location, and then as they look closer they will realise it's a place in the UK that they could drive to.
The images include desert sand-dunes, mountains and the African plains, all of which are revealed to be destinations in the UK that Pathfinder owners can visit.
In addition, the communication includes a data capture form for prospects to enter a free prize draw to win a trip to Center Parcs for up to six people.
The DM push is backed by an email drive to 4,000 prospects. The online adaptation drives customers to the "Better stories" .
Helen Perry, manager of CRM and online marketing at Nissan, said: "TMW has done a great job with the creative work. We are sure that it will position Pathfinder front-of-mind with existing and potential customers when they begin to think about buying a new car."
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