Nissan Motor (GB) is rolling out its first CRM-led campaign for the new Micra, which has already resulted in pre-launch orders exceeding the target by 50 per cent before the car is even on general sale.
Digital and direct agency Tullo Marshall Warren (TMW) has developed the campaign based on the theme ‘In Sync with the City’. The campaign encompasses direct marketing and digital, complemented by events, regional press and media partnerships. The car launches this month.
Before developing the campaign, TMW conducted research to provide further understanding of the slightly older, traditionally-minded Micra customer. This identified a driver more focused on the freedom owning a car brings than the pleasure of driving, who appreciates the benefits of the Micra’s thoughtful technology, and develops a close relationship with their car.
The research led TMW to develop a CRM campaign throughout 2010 to engage existing customers, re-engage ex-customers and generate new prospects. CRM was also used to invite customers and prospects to a series of local events which were held at shopping centres and garden centres around the country. To encourage customers to engage with the brand, the events were backed by celebrity gardener Diarmuid Gavin. The suite of communications culminated in a mailing and email to drive pre-launch orders.
To convert the interest generated through the pre-launch period, TMW is targeting 250,000 existing customers, ex-customers and hot prospects for the launch. This is led by a highly personalised mailing that reflects the close relationship Nissan Micra customers have with their cars, and demonstrates the way in which the Micra’s thoughtful technology helps in everyday situations.
To further support the campaign, media partnerships have been arranged with BBC magazines, The Telegraph, The Daily Mail, and Classic FM to run prior to and after the launch, encouraging people to register their interest in Micra. This activity will be followed up with DM, email and dealer events during launch week.
Nissan CRM project manager Yasmin Al Jeboury said: “We’ve exceeded our order target by over 50 per cent. This was largely achieved before the cars even reached the showrooms, making it even more satisfying. The insight gained from the research enabled us to reject launch conventions, such as starting out with an ad campaign, to develop an integrated programme based on a highly targeted CRM foundation.”
TMW senior account director David Napier added: “It’s not often CRM takes the lead in a car launch, from the strategic and data planning work all the way through to the eventual creative executions. The strong results reflect the great work put in by the TMW and Nissan Micra launch team, so this has been an exciting project for us.”
