Nissan is set to roll out a direct mail and email marketing campaign with TMW to promote its new electric model, the Nissan LEAF.
Customer intelligence agency Indicia identified two target markets for the car: the green market and the tech market, with direct mailings made to target both.
The ‘green’ pack asks recipients to ‘say goodbye to compromise’, stating that the LEAF is made up of more than 20% recycled materials.
Alastair Hutchison, creative director at TMW, said: “Electric cars are often viewed with certain misconceptions. This campaign breaks these down and shows that going electric doesn’t have to be a compromise. Defining two distinct audiences allowed us to create a more targeted campaign that taps into the needs and motivations of the individual consumer.”
The second pack highlights the LEAF’s technology, including its navigation and telematics system and Smartphone app.
Yasmin Al Jeboury, Nissan CRM manager, said: “The Nissan LEAF is the world’s first 5-seat 100% electric car. As a brand, Nissan pushes boundaries and leads the way with innovation - the LEAF is another example of this. 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.”