Nissan's doordrop tease
11th December 2006
Nissan has appointed TNT Post Doordrop Media, the UK's leading provider of effective door drop marketing solutions, to deliver 800,000 creative leaflets as part of a teaser campaign for the launch of its new car, QASHQAI, to be launched in February 2007.
The aim of the leaflet is to raise consumer awareness of Nissan's latest car, the QASHQAI, which will be in showrooms from next February. The creative, which supports the campaign, is designed to communicate the car's "urban living and driving" features. Bearing the strapline "Urban proofed for urban living", the doordrop hopes to attract the attention of car buyers that are looking for a robust yet stylish car with clever features.
The leaflet is targeted at both young metropolitan and more mature suburban audiences, in areas of high new car purchase propensity. TNT Post worked with Tullo Marshall Warren (TMW) to select sectors rich in the specified target audiences, which was based on profiles of competitor users and new car buyers.
The door drop will be delivered using two of TNT Post Doordrop Media's delivery options, Solus and Newshare, in order to reach such a large target market. Using Solus, Nissan's doordrop will benefit from being delivered on its own direct to the target market in order to achieve the highest impact. Newshare, delivered alongside the local free newspapers, will be used to boost the volume of doordrops delivered effectively in a short space of time.
Kate Stockdill, Account Manager at TMW, said:
"We wanted to hit a relatively large market with our pre-launch campaign yet still maintain a targeted approach. Doordrops offer a full range of delivery options which has enabled us to apply greater focus on those consumers that best match our target profiles yet still communicate quickly and effectively to those consumers that sit slightly outside of our core target market."
Charles Neilson, Managing Director of TNT Post Doordrop Media, commented:
"Door drops are an excellent vehicle to create initial recognition of a product or brand, allowing greater recall at the time of the launch. Using a combination of our Solus and Newshare capabilities is a smart choice for launching products as we can create maximum impact, at the right time, for campaigns. Not only can we provide flexibility on delivery but we can offer good value for money in relation to the number of households across the country we can reach."
Nissan has worked with TNT Post's Doordrop Media before to promote new car ranges including the launch of the Nissan NOTE in 2005.
