Nissan launched a new version of its very popular X-TRAIL SUV. It has always been known as the tough compact 4WD, drawing its authenticity from larger Nissan 4WDs such as the Patrol and Pathfinder. The proposition remains consistent that it’s “not for pretenders”. Nissan had a good list of current owners and also a list of interested prospects gathered from motor shows and dealer visits.

While pretend 4WD owners keep poodles as pets, X-TRAIL owners would prefer the company of crocodiles. Why? Because they’re tough. A simple A5 format mail pack that emulates a Boy’s Own Manual details how to Raise Crocodiles; the copy relates the benefits and features of the new X-TRAIL to taking care of your crocodile, from avoiding confined spaces (roominess of the interior) to not making any sudden movements (advanced technology). A strong offer and call to action were designed to push people in for a test drive.

Sales from the pack (tracked through a unique coded coupon) have been 332 X-Trails sold. With an average selling price of AUD$31,990, the campaign so far has generated more than AUD$10.6 million worth of sales.