With the aim of generating pre-launch orders, the car manufacturer is targeting 6,000 prospective customers from its marketing database. Each will receive a DM pack that promotes the car's exclusivity with an invitation to reserve it ahead of the launch.
Tullo Marshall Warren has developed the campaign, which comprises two versions of a direct mail pack, as well as an email version. One version of the mail pack is going to hot prospects, including those who have already requested information on the car.
The second version targets current 350Z coupe owners on Nissan's database, and gives them information on the launch. The email version is going out to prospects that have requested information via this channel.
All prospects meet the profile of being affluent, emotionally driven by style and driving sensation, and are characterised as preferring dynamic factors such as engine sound and handling over performance.
"Encouraging Nissan prospects to reserve a car is quite a large undertaking for someone who has not taken it for a test drive or seen it in the flesh," said Helen Perry, CRM and online marketing manager at Nissan. "But we are confident the pack will strike a chord."
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