Direct > Product/Service
WELCOME MAIL
TEQUILA\, Los Angeles / NISSAN / 2006
Overview
Credits
OVERVIEW
ClientBriefOrObjective
Most automotive manufacturers are known for at least one key benefit and the same is true for Nissan. That is the idea of SHIFT_, of looking at things differently, even turning them on their side, if you will, to get at fresh, innovative automotive ideas. While consumers generally buy vehicles to get from point A to point B, consumers buy Nissan for the SHIFT_.
Outcome
Given that the Welcome Mail package is received after purchase, there are no measurable results, except the continued growth and success that Nissan North America experiences year after year.
Solution
The Welcome Mail package is sent to customers approximately 60 days after purchase. It not only welcomes them to the brand, but summarizes the benefits of ownership and explains the SHIFT_ philosophy: everything we touch we SHIFT_ and everything we SHIFT_ we make better. Furthermore, it provides the new owner with captivating, little known behind-the-scenes design and engineering stories, leaving them with the impression that their Nissan is just a little more special than they might have thought After receiving the Welcome Mail package, new owners not only understand SHIFT_, they become a part of it.
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