DM And Digital Are Perfect Partners

This campaign isn’t current (2010) but it’s a great execution and certainly worth showcasing.  It’s a nice ‘bringing together’ of   both paper-based Direct Marketing tools and digital and interactive tools.  Without knowing the brief or the budget restrictions     it’s easy to critique the campaign and that perhaps it didn’t stretch across enough channels but, I love it anyway.

The campaign was created by TBWA on behalf of Nissan Australia to support the launch of the Nissan 370Z in 2009.

In 2009 car sales in Australia were down by a dramatic 22%.  A challenging environment for the launch of such an overt – and premium priced sports car.

I remember when the Nissan Z350 launched in Australia in 2002 – I was close to buying one – there was a fantastic cinema spot announcing the car’s launch that featured some Hollywood stunt drivers chasing each other around Prague.  Well, this spot was sent to the Nissan owners in Australia on a mini-DVD.  Thereby putting the car directly into the hands of prospects for a one on  one introduction to the Z350 and virtual test-drive.

The 2009 370Z DM pack included a brochure and die-cut card steering wheel.  When the prospects take the involvement            device – steering wheel – and log onto the campaign microsite they can experience the car and its sporting features.  Consumers that didn’t receive the DM pack could download and print elements to experience the Augmented Reality (AR) concept but, they would not have the cool – virtual life size – steering wheel in their hands.

Obviously, the more recent campaign is some years on from the Z350 campaign of 2002 but, it certainly builds on the proposition of putting the car in the hands of prospects even before they visit a car dealership.  Nice!


~ by rtymerej on June 29, 2010.

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