Nissan is launching a below-the-line marketing campaign, in conjunction with the Lonely Planet, to drive awareness and sales of its urbanproof QASHQAI crossover vehicle which is launching in the UK in March.
Tullo Marshall Warren (TMW) part of the Creston group, and one of Nissan’s retained marketing agencies, has created and is implementing this activity that will involve direct mail and email, both directing consumers to a specially created QASHQAI microsite.
Aligning with the above-the-line positioning of ‘Urbanproof. Mastered’, TMW has devised a campaign that focuses on communicating how the latest design changes to the QASHQAI makes it the perfect vehicle to master urban areas.
A core part of the campaign is the tie-up TMW has arranged with the experts in urban destinations – Lonely Planet. This partnership will see Nissan being able to access Lonely Planet’s content across five of the UK’s coolest cities - London, Liverpool, Cardiff, Belfast and Glasgow - offering their target audience the opportunity to download a Lonely Planet city itinerary through the microsite (urbanproofmastered.co.uk).
These itineraries are based on one of four themes – cutting edge and cool, culture and relaxation, music and entertainment and shopping and pampering.
The DM packs will contain a letter detailing the launch of the car, information on the tie up with the Lonely Planet and a creative concertina-folded pack of postcards featuring quirky points of interest within the five cities.
The postcards include information on QASHQAI key features on the reverse and are perfed with stamp and address areas, so the recipients can actually tear them off and post. The pack will be mailed out in a clear grip bag allowing the recipient’s address to be visible on one side and the top city postcard on the other.
The DM packs and email will be sent to existing Nissan customers and drivers of competitor vehicles. The Nissan customers targeted will have owned a vehicle for two years or more. These packs, and the emails, will be highly personalised with relevant finance or loyalty offers based on data segmentation.
Also, the print order of the postcards recipients receive will be personalised based on their location, so the creative of the city they live closest to will be at the top in the packs. The call to action of the packs is to drive people to special Nissan dealer evenings and weekend open days to view the new model - plus go to urbanproofmastered.co.uk to download a city guide.
The mircrosite also provides the opportunity to book a test drive, request a brochure and find out more about the QASHQAI.
Yasmin Al Jeboury, Nissan GB’s CRM Manager, said, “Teaming up with Lonely Planet was a natural step for the launch of the new QASHQAI. QASHQAI is already a success, but this adds to the depth and customer involvement to make this an even greater commercial success.”