TMW creates integrated campaign to re-launch latest Qashqai

Nissan Motor (GB) Ltd is re-launching its Qashqai model with new features, including the ‘Around View Monitor’ ‘AVM’ technology and a more fuel efficient and environmentally friendly 1.6 litre diesel engine.

Branded ‘the ultimate urban car’, the Nissan Qashqai has continued to offer new innovations since its inception. The latest of these is the AVM, a cutting edge camera system designed to make parking easier. The feature consists of four cameras strategically placed at the front, back and sides of the vehicle, which send real time images to a central console, forming a bird’s eye view of the car. The Qashqai is the first affordable family car to offer this technology.

To support the launch, TMW has produced a direct mail and email campaign which will land at the start of December. The direct mail pack takes the form of an illustrated box which leads with the line ‘Inside, a little peek at what it’s like to drive the ultimate urban car’. The box opens to reveal a pair of mirrored ‘eyes in the back of your head’ glasses, designed to emulate the experience offered by the AVM. The pack also contains a highly personalised letter and brochure, inviting recipients to book a test drive with their local dealer.

The mailing is illustrated with a range of animated characters, who follow the car on its urban travels, and who made their first appearance in a TV spot by TBWA\G1 in November.

Yasmin Al Jeboury, Nissan CRM Manager, says: “The Qashqai has always been about innovation and our latest model is no exception. The AVM and the new 1.6dCi engine combine to take the Qashqai to a whole new level, making it more fuel efficient, environmentally friendly and cost effective than ever before.”

Daren Kay, executive creative director at TMW, adds: “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.”

Published on: 10:43AM on 5th December 2011