As we've all learnt from any 'undercover cop' movie, the best chance of successfully penetrating any closed off community, is to align yourself with the very top of the chain. So we did just that, and partnered with the Caravan Club, the 'boss' of the caravanning community.

It worked. The partnership gave us the authority and trust that we needed, and through it we were able to fully immerse ourselves into the caravanning community, placing the X-Trail as the lead tow car in caravan taster sessions at national events, and co-creating a 'Top Towing Tips' guide. Once established as 'one of them', we were able to get the community talking about the X-Trail amongst themselves by developing a blogger competition to win the model.

Not only did we successfully infiltrate the seemingly impenetrable community. From complete obscurity, X-Trail is now regarded as a superior towing machine, with the seal of approval from this hard to impress community.

They loved it:

-£11.55m sales revenue from a budget of £50k.

-A staggering sales ROI of 231:1.

-X-Trail sales: 516 versus a target of 80! A break taking result achieved in less than 2 months.

-Test drives: 900 versus 300 – a 200% over delivery.

-100% attributable to the Caravan Club partnership.

Turns out the 'big car' does have a place to call its own in the UK.