Nissan Motor (GB) is launching a direct mail campaign targeting its existing customer base to promote the car maker’s new Juke urban models – the Nismo and the n-tec – in a double mailer, devised by long-term agency TMW.
The mailpack opens to reveal a double-sided card with dual challenges ‘Are you Juke enough?’ for the 200hp Nismo and ‘Test your limits’ for the n-tec, accompanied by a sensor that turns red when subjected to over 7G, to ‘Find Out How Juke You Are’.
The enclosed brochure can be read from both ends, depending on which model the reader prefers.
Nissan CRM manager Yasmin Al Jeboury said “The Juke is an urban car that appeals to people with an adventurous nature. When Nissan sets the bar this high with its products, the communications have to achieve incredible doorstep standout and enough intrigue to get opened.”
TMW creative director Alastair Hutchison added: “We’re always looking to create communications that bring the innovation and excitement of the Nissan brand to life, and by challenging our customers to find out how Juke they are, expect to raise a wry smile and provoke existing Juke owners to try the new models.”
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