The campaign aims to appeal to people who prefer driving pleasures such as engine sound and handling to pure performance. The 350Z sports car comes with a V6 engine and a starting price of £26,500.
The direct mail pack consists of a stylish box containing an understated brochure, which concentrates on photography of the car and the sensations of driving it, as well as an invitation to reserve a model before its launch.
Two versions of the pack were developed. The first targets hot prospects from Nissan's database, including all the people who have requested information on the 350Z Roadster from their car dealer. The second targets owners of Nissan's 350Z Coupe.
In addition, an email version of the pack has been sent out to prospects who have opted to receive email communications.
Helen Perry, manager of CRM and online marketing at Nissan, said: "Encouraging Nissan prospects to reserve a car is quite a large undertaking when people haven't taken the car for a test drive or seen it in the flesh. But we are confident the DM pack produced by TMW will strike a chord with its target audience, generating a high number of orders before the launch of the car in March."
TMW has also designed a mailpack to encourage pre-orders for Nissan's new 4x4, the Nissan Murano, with a 'sculpture in motion' theme.
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