The campaign mimics the 'Little Book of Calm' concept and action-packed comic strips.
The mailings, developed by Tullo Marshall Warren, will promote the Nissan brand and its 4x4 range respectively. They form part of the car marketer's quarterly programme, designed to encourage test drives and repurchases.
The Nissan brand promotion, featuring vehicles such as the Micra, Note and Pathfinder brands, will direct tailored messages to 80,000 households, warm leads and cold prospects, who are about to replace their cars.
Taking the form of the 'Little Books of...' range, the DM package is based on interviews with Nissan drivers, describing their lives, their life philosophies and how their cars help them to make the most of life.
The 4X4 mailing will target 20,000 households about to change their vehicles. A comic strip will introduce a group of heroes called The Adventurers, whose personalities and capabilities will be used to reflect those of different 4x4s. They include the X-Trail, Murano, Navara and Patrol.
The two mailings also include incentivised questionnaires to identify when consumers are likely to buy their next car. Consumer behaviour analysis by TMW's data and planning division, insight@tmw, will use them to hone future targeting.
David Blaseby, Nissan relationship marketing coordinator, said: "At Nissan, we're passionate about designing vehicles that help our customers live life to the full. It's been very exciting to interview our customers and understand how their perceptions and lifestyle choices lead them to choose a Nissan."
Anita Scarlett, CRM controller at Nissan, said: "Nissan's 4x4s are designed to offer capability that inspires you to take on new challenges and provide drivers with the freedom to fulfil their passion for adventure every day. TMW's executions allow us to highlight this to the consumer in a very appealing way which reflects positively on Nissan as a brand."
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