Cannes Lions
RAPP COLLINS, Milan / NISSAN / 2005
Overview
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Description
Nissan is not looking for clients, but for pilots, those who can appreciate and dominate the 350Z's performance. The envelope says: "We're looking for 350 pilots". So the DM will be a pass to really get into the Monza paddocks and learn, with pro pilots, how to push the car to its limits on this dream track. They'll receive a letter with a peel-off sticker with their photo (just the hands) and their name already printed on it. What they have to do is to put it on their pass, call to book the course and get to Monza.
Outcome
0.2% of the recipients bought the driving course.
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