Nissan GB: Your 2nd Nissan
Indicia and TMW
Janine Woodcock, Clare Mason, Catrina Law, Zoe Yardley, Danielle Roberts, Chris Hudson, Roz Hase, Tom Wharfe, Al Hutchison, David Parker.
Indicia – Strategy & Data Planning, TMW – Creative & Production.
How did the campaign make a difference?
This pioneering data strategy was a first for automotive, building a base of existing customers willing to replace their non-Nissan second car with a new Qashqai. The programme generated over £2.5m for an overall ROI of 5:1, with a staggering 7:1 ROI from loyal customers who now have two Nissans.
What details of the strategy make this a winning entry?
Getting two models of the same marque onto a customer's drive is a radical new way of thinking for the industry. There was a base of loyal Nissan customers who love their existing car but weren't ready to change it. So the strategy aimed to proactively sell the new Nissan Qashqai (QQ) with Around View Monitor (AVM) as a replacement for their second, non-Nissan car. There were three stages: firstly, using a unique ‘household view', the planning platform identified Nissan drivers with more than one car. Then a prospect pool of those ready to replace their non-Nissan with a QQ was created, comparing households who had bought a QQ with demographics, attitudes and behavioural variables to find others who looked like them. Finally prospects were profiled to understand what motivated their car choices. The result was two distinct segments and key product benefits for each.