Little Big
Nissan New Zealand
Issue 1 | July 2008
Agency
TEQUILA Auckland
Creative Team
Kim Pick - Writer (Head of Copy);Wayne Pick - Art Director;Wayne Pick - Creative Director
Production Team
Sheriden Derby - Production Manager
Other Credits
Louisa Leiper - Account Manager
Date
January 2006
Background
The aim of the DM campaign was to pique interest before the launch of Nissan’s new small car model (Tiida) into the New Zealand market.
Idea
The point of difference for the product was that while Tiida seemed like a small car from the outside, thanks to innovative design it was surprisingly big once you got inside. So TEQUILA\ dramatised this essential unique selling point (‘small car, big inside’) in the simplest way possible.
They sent out a little envelope, with a surprisingly big letter inside. To do this, they sourced the smallest possible envelope in New Zealand that could be machine inserted for bulk lodgement. Then they sourced the biggest possible paper size that was able to be digitally lasered, personalised and machine folded. While it contained no specific call to action, it was designed to pique interest and stall competitive purchases until Tiida arrived on New Zealand shores. Research showed that the decision-making process for the purchase of a new car in New Zealand was often around six months – and they wanted Tiida to be on any small car shopping list.
They sent the letter to 17,000 people, made up of 16,000 consumers and 1,000 fleet managers. Of the 16,000 consumers, approximately a quarter were previous loyal Pulsar owners. The balance was composed of owners of four competitor vehicles. These prospects were expected to be attracted by the newness and originality of the Tiida. Nissan’s top 1,000 Fleet managers were also targeted. With record high petrol prices, they will value a high quality, spacious new vehicle, with a smaller, more economical engine.
Results
Nissan loved it. Dealers loved it. People loved it. Resulting in fantastic anecdotal feedback – and creating the desired chatter and interest in Tiida. Tiida has yet to arrive in New Zealand, but already Nissan reports considerable interest in the new little (big) car.
Target Audience
16,000 consumers and 1,000 fleet managers. Of the 16,000 consumers, approximately a quarter were previous loyal Pulsar owners, the balance was composed of owners of four competitor vehicles.
Size
17,000 pieces