By carrying-out in-depth analysis of the first LEAF buyers, the company has been able to identify other prime prospects who have both the means and mindset to purchase a LEAF, and are attracted by innovation.
In addition, they are strongly motivated by environmental issues, or by the latest technology.
The first phase of the campaign began with launch email and direct marketing to the company’s green audience. The email was sent to around 75,000 prospects last month followed by direct mailshots to 25,000 other potential customers.
All were then sent a series of follow-up communications. The creative has been specifically developed for this audience and is designed to build desire and conviction around LEAF, and break down any barriers and myths about electric motoring.
Recipients are encouraged to book a test drive at every stage, ultimately leading to sales.
Motivations and beliefs
The second phase focuses on the technologically-minded audience, who have been receiving completely different material that reflects their motivations and beliefs.
As well as generating interest and sales, the campaign will enable Nissan to establish the most receptive audience for the LEAF, which will guide future campaigns and activity.
As a secondary call to action, recipients are directed to The Big Turn On, where they can find out more about the Nissan LEAF and hear from those who are already turned on to electric driving.
Naturally it’s hoped the whole campaign, which will ultimately reach 200,000 people, will increase sales of the award-winning LEAF. UK production of the car starts in Sunderland next year and roughly 30,000 of the emission-free vehicles are on the road worldwide.