Nissan Motor (GB) is aiming to drive interest and sales of its electric model, the Nissan Leaf, with a new direct mail and email marketing campaign devised by TMW.
Using insight from Nissan’s customer intelligence agency, Indicia, the brand was able to identify two key audiences, which were used to create two distinct direct mailings.
The first targets a ‘green’ audience and focuses on the model’s environmental credentials, while the second targets a ‘tech’ audience and promotes the unique technology that the Leaf offers.
The ‘green’ pack asks recipients to ‘say goodbye to compromise’ as they can have it all with a Leaf. It highlights the model’s zero emissions, high speed and the fact that it can be easily charged at home or at one of the expanding network of public charging points – there will be 10,000 by the end of 2013. To appeal to the most environmentally aware consumers, the pack states that the ‘Leaf is made up of more than 20% recycled materials’ and is ‘95% recoverable’.
The second pack highlights the model’s unique technology, including its navigation and telematics system and Smartphone app. The app allows owners to plan their journeys and pre-set their car’s heating and air con system before they leave home.
The pack also includes a 2p piece accompanied by the line ‘Your first mile in Leaf is on us’, drawing attention to the model’s low cost per mile. The direct mailings and email communications drive recipients to the Nissan website where they can book a test drive.
Nissan CRM manager Yasmin Al Jeboury said: “The Leaf is the world’s first five-seat 100% electric car. As a brand, Nissan pushes boundaries and leads the way with innovation. With consumers becoming increasingly concerned about reducing their carbon footprint, it’s important we offer them a real alternative to petrol cars and the Leaf does just that.”
