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Nissan push direct mail boundaries
Dec 21 2011, 16:49 PM
Nissan has created a direct mail solution to engage customers with the re-launch of its Qashqai model, which uses a camera system to aid parking.
The new marketing tool aims to give the customer an insight into what it is like to use the car's camera system, including a pair of mirrored 'eyes in the back of your head' glasses inside an illustrated box emblazoned with the line: "Inside, a little peek at what it's like to drive the ultimate urban car."
The campaign was designed and initiated by TMW, and is an original attempt at revitalising the direct mail market by adding elements of interaction. The campaign may prove to be an insightful way of communicating with customers, with elements previously thought to be only available to digital marketing being utilised in direct mail.
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."
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