Nissan Motor (GB) Ltd is launching a new customer service initiative, which sees it make a commitment that continues to put all Nissan owners at the heart of what they do. Creative communications agency, Tullo Marshall Warren (TMW), has developed the BTL campaign to launch ‘You + Nissan CARE’ in April to all of Nissan’s customers, encompassing DM and email.

Nissan’s new commitment provides its customers with 5 solid pledges. The pledges offer real benefits, including keeping drivers mobile, resolving problems promptly and giving them the best value on servicing and repairs. Uniquely, the commitment offers a level of service to all Nissan owners that no other car brand is offering its customers.

Inside the DM pack, a map and info-graphics theme dramatizes each pledge using real data from Nissan’s database by demonstrating a real-life situation in which different groups of customers can benefit from each of the pledges (e.g. 5,797 Nissan drivers in Cornwall can depend on Roadside Assistance cover from Land’s End to John O’Groats), followed by a description of each individual pledge in more detail. The piece ends with a highly personalised message featuring the customer’s vehicle make, home town and a tailored map of their local area, explaining that you, importantly, as a Nissan customer, will benefit from You + Nissan CARE straight away.

The DM and email will drive Nissan customers to the CARE website, where customers can learn more information about the commitment. As a requalification exercise, customers also have the opportunity to enter a prize draw to win a new Nissan Micra if they update their details with Nissan.

Yasmin Al Jeboury, Nissan CRM Manager, says: “Our new commitment is a step change for Nissan as we aim to deliver the best customer service in the market. We are delighted with the creative concept which clearly and cleverly conveys the tangible benefits of You + Nissan CARE to our customers. ”

Emma Lester, Senior Account Director at TMW, adds: “We’ve created an engaging and highly personalised mailing and email to announce the launch of You + Nissan CARE – the first of many communications which enable Nissan to forge stronger relationships with their customers and help to build their trust and loyalty in the longer term.”

Published on: 3:51PM on 14th April 2011