Nissan Motor (GB) is relaunching its Qashqai model through a direct marketing campaign promoting its new features, including the ‘around view monitor’ (AVM) parking technology and a more fuel efficient and environmentally friendly 1.6 litre diesel engine.
The push, devised by TMW, features a direct mail and email campaign launches this week. The direct mail pack takes the form of an illustrated box which leads with the line ‘Inside, a little peek at what it’s like to drive the ultimate urban car’.
The box opens to reveal a pair of mirrored ‘eyes in the back of your head’ glasses, designed to emulate the experience offered by the AVM. AVM consists of four cameras strategically placed at the front, back and sides of the vehicle, which send realtime images to a central console, forming a bird’s eye view of the car.
The pack also contains a highly personalised letter and brochure, inviting recipients to book a test drive with their local dealer.
The mailing is illustrated with a range of animated characters, who follow the car on its urban travels, and who made their first appearance in a TV spot by TBWA\G1 in November.
Nissan CRM anager Yasmin Al Jeboury said: “The Qashqai has always been about innovation and our latest model is no exception. The AVM and the new 1.6dCi engine combine to take the Qashqai to a whole new level, making it more fuel efficient, environmentally friendly and cost effective than ever before.”
TMW executive creative director Daren Kay added: “The glasses introduce a fun element to the pack, creating greater engagement AVM in an exciting and fun way, which the mirrored glasses do perfectly.”
