The Repurchase Cycle programme devised by insight@tmw, the data and planning arm of Tullo Marshall Warren, will use trigger dates identified through customer questionnaires, asking consumers when they are likely to next purchase a car, and through analysis and modelling of consumer behaviour.
The programme will be split into three, with specific packs devised to promote Nissan's three different models: the Micra; the 4x4 range; and Primera, Almera and Tino (PAT). The idea is to recognise that purchasers from each of the three groups have a distinct profile and by splitting them out, the advertising style for the brand can be better reflected.
For instance, the Micra pack will pick up on the "Micrattitude" work currently being used above-the line, with a high impact mail piece featuring a torn-up rule book to demonstrate that Micra drivers desire to break the rules.
The PAT pack will focus on the "extras" theme being used in advertising, promoting unexpected extras such as a CD player and air conditioning, while the 4x4 pack for models such as the X-trail, Terrano and Patrol is based on the spirit of adventure provided by these models.
Each pack is tailored according to the recipient's status, such as current Nissan driver, prospect, lapsed customer, plus the trigger date for their likely repurchase and the model they are likely to be interested in.
Helen Perry, relationship marketing controller at Nissan, said: "This programme will use a combination of high-level targeting and strong creative messages to put the brand in front of the right person at the right time."
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