Nissan Motor (GB) Ltd is launching an integrated campaign to mark the production of the 1 millionth British built Nissan Qashqai. The objective is to celebrate the success of the British designed, engineered and built model, and remind customers of its category leadership and innovation.

Launching at the beginning of August, the campaign includes below the line activity by Tullo Marshall Warren, above the line activity by TBWA\London, digital advertising by Digitas, with media planning by Manning Gottlieb OMD. The communications highlight the model’s ground-breaking stance, from its creation of a new category through the combination of 4X4 toughness and hatchback agility, to the continued innovations since its launch.

The communications lead with a bold image of the Qashqai with a paintball 1,000,000 graphic, maintaining the model’s Urbanproof positioning developed by TBWA. The press ads include a Metro cover wrap that reads ‘The millionth Nissan Qashqai. As ground-breaking as the first’ followed by a timeline depicting the model’s success since its launch in 2006. To mark this milestone Nissan is giving away the millionth British built Qashqai in a paintballing shoot out at the O2, where the car is currently on display.

The campaign’s CRM element, which consists of email and direct mail, recognises and rewards customer loyalty with a range of exclusive offers on the latest model. The direct mailing leads with the strapline ‘You’re one in a million...’ and acknowledges the individuality of the Qashqai customers and their contribution to the model’s success.

Yasmin Al Jeboury, Nissan CRM Manager, says: “The Qashqai is a real British success story. Its innovative design makes it one of a kind and its launch marked the creation of not just a new car but a whole new category. The CRM element of this campaign is our way of saying thank you to our customers, who have helped us lead the way by supporting our innovation.”

Nick Hurst, Account Director at TMW, adds: “The CRM campaign values Nissan customers with unique offers in addition to the opportunity to win the millionth car. This continues Nissan’s strategy of building strong relationships with its customers and making sure they feel valued.”

Published on: 1:39PM on 4th August 2011