Nissan LEAF CRM Re-launch Campaign
Nissan Motor GB
Issue 24 | October 2012
Agency
TMW
Creative Team
Creative Directors: Alastair Hutchison, Jasmine McCorry Lead Designer: Matt Strawson Senior Designer: Andrew Turk Senior Artworker: Fraser Leggat
Production Team
Production Manager: Jane Rennie
Other Credits
Senior Account Director: Chris Hudson Senior Planner: Roz Hase Senior Campaign Manager: Tom Wharfe Campaign Manager: Sophie Sykes
Date
July 2012
Background
The objective of the campaign was to drive interest, test drives and sales of Nissan’s 100% electric car, the Nissan LEAF.
Idea
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, exceptional driving performance and the fact that it can be easily charged at home or at one of the rapidly 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 LEAF’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 two penny 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.