Nissan GB launches care scheme

Nissan Motor (GB) is launching a customer service initiative, dubbed You + Nissan Care, through a direct mail and email campaign to its entire customer base by Tullo Marshall Warren.
The scheme provides customers with five pledges, offering benefits including keeping drivers mobile, resolving problems promptly and giving them the best value on servicing and repairs. The car firm claims the commitment offers a level of service to all Nissan owners that no other car brand is offering its customers.
Inside the mailpack, a map and info-graphics theme dramatises each pledge. It uses real data from Nissan’s database by demonstrating a real-life situation in which different groups of customers can benefit from each of the pledges, for instance 5,797 Nissan drivers in Cornwall can depend on Roadside Assistance cover from Land’s End to John O’Groats, followed by a description of each pledge in more detail.
The piece ends with a highly personalised message featuring the customer’s vehicle make, home town and a tailored map of their local area, explaining that, as a Nissan customer, they will benefit from You + Nissan Care straight away.
The campaign will drive Nissan customers to the Care website, where they can learn more information about the commitment. As a requalification exercise, customers also have the opportunity to enter a prize draw to win a new Nissan Micra if they update their details with Nissan.
Nissan CRM manager Yasmin Al Jeboury said: “Our new commitment is a step change for Nissan as we aim to deliver the best customer service in the market. The creative concept clearly and cleverly conveys the tangible benefits of You + Nissan Care to our customers.”
TMW senior account director Emma Lester added: “We’ve created an engaging and highly personalised mailing and email to announce the launch of You + Nissan Care – the first of many communications which enable Nissan to forge stronger relationships with its customers and help to build trust and loyalty in the longer term.”