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Nissan direct mail pack puts eyes in the back of your head


By The Drum Team, Editorial

December 5, 2011 | 1 min read

Motor firm Nissan is running a direct mail and email campaign to promote the relaunch of its Qashqai model.

Created by TMW, the direct mail pack promotes the car's 'Around View Monitor' camera system which is designed to aid parking. Four cameras placed around the car send real-time images to the driver, giving them a bird's eye view of their parking attempts.

Recipients of the mailer will get an illustrated box emblazoned with the line: 'Inside, a little peek at what it's like to drive the ultimate urban car'.

When they open the box they will find a pair of mirrored 'eyes in the back of your head' glasses designed to show what it is like to use the car's camera system.

Daren Kay, executive creative director at TMW, said: "The glasses introduce a fun element to the pack, creating greater engagement with the target audience. We wanted to create the effect of the Around View Monitor in an exciting and fun way, which the mirrored glasses do perfectly."


Content created with:

Tullo Marshall Warren(TMW)

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